The Las Vegas Convention and Visitors Authority, which authorized the $58 million ad campaign, has hired Clear Channel Entertainment to create a series of centennial events with brand sponsorship and integration opportunities leading up to a televised Fourth of July Weekend party next year.
According to Bruce Eskowitz, CCE president-national sales and marketing, seven-figure packages will be solicited to four to five brands with likely a commensurate number being secured for secondary deals.
Brands will be offered a comprehensive package including media, signage, merchandising/licensing, packaging and other promotional rights, and broadcast opportunities. CCE's TV unit is producing a two-hour special on Las Vegas entertainers on the A&E Network that will air in the fourth quarter of this year. Eskowitz and his team are having discussions with various networks about other documentaries leading up to the two-hour special in '05.
%%PULLQUOTE_RIGHT%% Fox's New Year's Eve special from Vegas at the end of this year, in which CCE is also involved, will also be a key platform to promote the centennial. Signage will be going up at around that time for major sponsors.
Eskowitz said he hopes to have commitment from brands by the end of the third quarter. He said the 100th anniversary program comes at an ideal time, as Las Vegas' profile has been raised dramatically with the ad campaign and successful TV shows such as CBS's "CSI: Crime Scene Investigation" and NBC's "Las Vegas." Later this year Mark Burnett's Fox show, "The Casino," will also get its run.
"If you're a brand, imagine a Super Bowl coming to Las Vegas," Eskowitz said. "There's a whole series of things going on that make the city hotter than ever."