Beyonce at the Encore

Objective:

To brand the Encore Theater at Wynn Las Vegas as a premiere entertainment venue utilizing the exclusive Beyoncé engagement in July 2009.

Approach:

MME assisted in the development and fulfillment of the promotional campaign surrounding the weekend engagement of  “Beyoncé… I am Yours.” With the intimate setting of the 1500-seat Encore Theater, MME was able to offer exclusive, unique flyaway promotional experiences to top Las Vegas feeder markets. Locally, MME worked with KLUC to host a Beyoncé dance contest at TRYST nightclub.

Results:

Regional radio promotions ran in 8 feeder markets during the weeks leading up to the “Beyoncé… I am Yours” engagement. In addition, San Francisco included a radio schedule for trade to promote the Las Vegas performances. The promotional support assisted in selling out the Las Vegas shows. The Beyoncé dance contest drew crowds to Wynn as well as garnered local television coverage