Cities work to win back tourists

Wednesday, Oct. 3, 2001 | 9:51 a.m.

A sentimental Las Vegas favorite will beckon tourists to visit the city in an eight-week, $13 million advertising campaign debuting today in six key feeder markets.

A never-before-released song by Frank Sinatra -- "It's Time for You" -- will be the musical backdrop for one of three 30-second spots that will be aired in Southern California, Phoenix, Dallas, Chicago, Houston and the San Francisco Bay area.

"There's no denying there are tough tasks ahead for our nation and the strength of the American spirit has never been more apparent," said Rossi Ralenkotter, vice president of marketing for the Las Vegas Convention and Visitors Authority in a news release outlining the new campaign

"But right now, people are telling us that their spirit needs a little replenishment," Ralenkotter said. "And Las Vegas is here to provide that."

The LVCVA outlined the campaign as the city attempts to bounce back from a downturn in the economy brought about by the Sept. 11 terrorist attacks on the East Coast. LVCVA researchers say traffic has gradually come back in Las Vegas with occupancy rates exceeding 90 percent in the third weekend after the attacks.

But midweek traffic is down considerably with more than 250 conventions, trade shows and meetings canceling in upcoming weeks. Experts also say hotels are making less money per room than they were prior to the attacks because resorts are discounting rooms to spur traffic.

The ad campaign will use broadcast and cable television, radio, print and Internet messages. The centerpiece of the campaign features Sinatra, a Las Vegas icon whose "Rat Pack" friends entertained at the city's classic resorts in the 1960s, '70s and '80s, singing the previously unreleased tune with images of people having a good time in Las Vegas filling the screen.

The ads were developed by the LVCVA's contracted agency, R&R Partners, with Penn, Schoen & Berland Associates.

"It's Time for You," written by Sammy Cahn, was offered to the LVCVA by the Frank Sinatra Foundation, which is donating the licensing proceeds to the September 11th and Twin Towers funds to benefit the families of victims affected by the attacks.

The markets in which the LVCVA chose to kick off the campaign represent 30,650 airline seats coming into Las Vegas, or 52.6 percent of the seats on all planes coming to McCarran International Airport.

Billy Vassiliadis, chief executive officer of R&R Partners, said the company's research indicates viewers are ready for a message promoting Las Vegas as a place "to get away from it all."