CASE HISTORY AND SAMPLE CLIPS
Using an Event to Promote Attendance, Define a Property
The Tropicana, located at the eastern end of the Las Vegas Strip, was one of the original grand ladies of the gambling capital. The original building, with the Garden room wings, was built in 1957.
The Bohle Company was given a project fee by the general manager to help drive traffic to Las Vegas casino.
Strategy:
• We evaluated options and determined that the principal differentiation for the resort was the Folies Bergère, the only dazzling, French-style revue staged in the city at the time
Activities:
• Launched a “Search for the Ultimate Showgirl” promotion involving tryouts in the five major markets targeted by the resort (LA, Phoenix, San Francisco, Salt Lake, San Diego)
• To generate contestants, we contacted and involved dance and modeling studios in each city;
o Preliminary “try-out” events, in all five markets, attracted TV crews and coverage
• Southwest Airlines agreed to fly finalists to Las Vegas for finals, in return for televised segments on the girls arrival and participation
Results:
• Extensive print and TV footage in all five cities
• A two page spread in People magazine and an appearance for finalists on NBC’s Today Show
• Attendance jump of 25% over the next 6 months, attributed to the publicity
• The Top Winner of the event became the lead show girl for Folies Bergere Show and the celebrity featured on all the billboards, brochures and in-room collateral used by the hotel for the next decade
