A consumer product had never been showcased on a hotel for a prolonged period and ours was the largest Spirits billboard the world has seen! The message, a giant ABSOLUT bottle reading, "Welcome to Vegas. You are now in an ABSOLUT World," could be seen from airplanes arriving/departing Las Vegas, from the highway and the Vegas Strip. ABSOLUT was in “true” Vegas style.

To maintain the target’s attention, we surrounded them in an ABSOLUT WORLD for their entire stay. Airport media included video screens at baggage and oversized banners near the taxi lineup. We wrapped back-lit, double-decker buses to look like (branded) limousines as they traveled the Vegas strip in style as moving billboards.

•Sales of ABSOLUT in Vegas skyrocketed an unprecedented 12% during our campaign, over 4 times the national average•ABSOLUT was the brand to wrap any hotel and Luxor’s retail value has since tripled•Campaign received long-term contract and extended into bars and casinos