Best Travel Rich Media Online Ad

The promotion of the new commercial “Les Trois Chinchillas” as part of the What’s Your Excuse brand campaign for the Las Vegas Convention and Visitors Authority came with the understanding that you can no longer look at television as the only medium for distributing a video commercial. The Internet and its viral, peer-to-peer reach capabilities have been equally important partners in effective video branding and the challenge was to find the most effective method to reach that Internet audience, and in an engaging way.

R&R Partners created an interactive home-page masthead, which allowed users the choice of toggling to watch the new TV spot, and its successful predecessor, “Chinchilli Day.” This ad unit was specifically geared toward engaging a video-viewing audience, so the plan also included purchasing a high-profile home page display on the site that has long been the established leader for Internet video viewers, YouTube. Instead of relying on traffic to our website, we executed a YouTube homepage takeover guaranteed high-impact page impressions, and to exactly the right audience, and help drive further engagement with our Las Vegas YouTube Brand Channel.

This single day YouTube homepage placement delivered 44,878,414 impressions and an astonishing 0.27 click through rate, well above standard CTR's. The Las Vegas YouTube Brand Channel recorded a 20% increase in visitors on the day that the ad ran, and "Les Trois Chinchillas" generated a total of 164,914 video views. Not a bad way to celebrate Chinchilli Day!

Contributors:

	Kevin Bagger
	Bob Naugle
	Sean Corbett
	Justin Woolard
	Rachelle Houle Maisner

R&R PARTNERS

Location: USA