Garth Brooks Residency at the Wynn
Objective:
To create brand awareness and increase pre-sales for Garth Brooks’ third-year residency in the Encore Theater at Wynn Las Vegas.
Approach:
Given that it was the first promotion for the show, MME worked with Brooks’ management team and Wynn’s marketing team to create a one-of-a-kind “Garth” experience, a lunch with Garth Brooks. The promotion centered around one grand prize package promoted on Premiere Radio Networks three country programs - Crook & Chase Weekend Country Countdown, Big D & Bubba morning show and After Midnite with Blair Garner reaching an estimated 4.7 million listeners. Each program directed their listeners their individual websites which linked to a central contest landing page. The winner was randomly selected from all entries. As opposed to traditional recorded spots all promotional contest mentions were voiced by the talent and varied in length. Garth Brooks was interviewed by all three of the Country programs hosts resulting in additional exposure.
Results:
The unique “Garth” experience created an overwhelming response from the audience garnering over 30,000 entries far exceeding the most successful promotion Premiere Radio Networks has ever conducted on their Country platform. One-third of the entrants opted into receive emails from Wynn Las Vegas and Garth Brooks. This database was used in the next presale resulting in additional ticket sales for the show. Garth Brooks spent two hours with the winners over lunch on Saturday afternoon leaving the winners amazed by his generosity. This lead to additional PR exposure via feature in Norm Clarke’s column in the Las Vegas Review-Journal and a follow-up press release distributed by Premiere Radio Networks.
