Las Vegas beefing up marketing efforts overseas

Thursday, May 31, 2001 | 11:03 a.m.

British travel agents aren't too thrilled with learning about Las Vegas in a seminar setting.

But put them on a plane and let them stay in a Las Vegas resort -- that speaks volumes.

The Las Vegas Convention and Visitors Authority will spend more for familiarization tours for travel agents -- though officials with Virgin Atlantic Airlines say demand already is high enough to fill a Boeing 747 full of tourists every day.

Stella Clery-Ackland, managing director of Cellet Travel Services, which is contracted by the LVCVA to promote Las Vegas in Great Britain, found that travel agents that had signed up for classroom-style training about Las Vegas aren't showing up for the seminars.

The Travel Trade Gazette in London reported earlier this month that at one event, 60 agents that had been scheduled to participate in the seminar were no-shows.

At Clery-Ackland's recommendation, the seminars are being de-emphasized for the more popular -- and more expensive -- travel agent familiarization tours. A spokeswoman for the LVCVA said developing tours for travel agents and travel industry press are a common tactic for drumming up increased visitation.

Erika Brandvik said the trips -- commonly called "fam tours" -- are a team effort by the sponsoring agency, airlines and resorts. She said the LVCVA puts out feelers to airlines and hotel properties asking for transportation and lodging support, then relies on the contractors overseas to select travel agents and trade press that will give the city the best publicity.

Typically, a fam tour involves five days of visiting resorts and restaurant-hopping for participants.

According to the recently approved LVCVA budget, the agency is gradually increasing the number of fam tours and participants it sponsors. In the 2000 fiscal year, the LVCVA had 35 tours with 720 international participants. In the 2002 fiscal year which begins in July, the agency projects 41 tours and 820 participants.

For the United Kingdom alone, the LVCVA's marketing department budgeted $10,000 for tours, up from the $7,400 spent in 2000. Another $10,000 each is budgeted for tours from Japan and Germany. Japan and Great Britain are Las Vegas' two largest overseas markets.

Meanwhile, a spokeswoman for Virgin Atlantic, which inaugurated service between London's Gatwick International Airport and Las Vegas a year ago, said the route has been extremely profitable for the airline. With the delivery of new aircraft to Virgin Atlantic, the London-based carrier will add a third weekly flight between London and Las Vegas on June 19.

At the same time, Virgin Atlantic is increasing its operations between London and San Francisco.

"I think we could fill a Boeing 747 to Las Vegas daily without any problem," business development manager Andrea Ptohopoullos told the Travel Trade Gazette. "West Coast routes are doing exceptionally well."

Brandvik added that Great Britain has weathered the global economic downturn well and that British tourists are responding to Las Vegas' aggressive marketing.

With marketing in Great Britain soaring, the LVCVA has now turned to beef up efforts on the European continent.

The agency has contracted a representative in Paris that already collaborates with Cellet. More than $300,000 has been budgeted to set up an office and for publicity, advertising, promotions, postage and other travel and entertainment expenses to market Las Vegas in France.

In the coming fiscal year, the marketing department of the LVCVA plans to secure a similar representative in South America. It already has a Tokyo-based representative who promotes Las Vegas in the major population centers of Asia.

The agency also plans to conduct 14 educational seminars and 18 special promotions for travel agents, tour operators, airlines and trade press in Japan, the United Kingdom, Germany, France, Korea, Brazil, Argentina, Australia, Mexico and Canada.

LVCVA representatives will attend 12 new travel trade shows in Canada.