Event, News, Virtual Reality (VR)

VR gains foothold in destination marketing at Miami Art Week

The Las Vegas Convention and Visitors Authority (LVCVA), announced yesterday that they will be unveiling what they herald as a “groundbreaking destination marketing program” at Miami Art Week (Dec 7-9, 2017). Entitled “Vegas: Alter Your Reality,” the experience consists of five, two to three-minute long VR content pieces showcasing various aspects of Las Vegas.

“We are committed to constantly exploring new and innovative avenues through which we can reach potential visitors,” said Cathy Tull, senior vice president of marketing at the LVCVA.

“By uniting art and virtual technology to reflect the vibrancy of the destination, Vegas: Alter Your Reality will inspire travelers to create their own Las Vegas journey.”

The VR experience is made up of content pieces created by five international artists: Adhemas Batista, of Brazil; Beeple, of the U.S.A.; FAFI from France; INSA from the U.K.; and Canadian artist Signalnoise.

Each of the artists visited Vegas this spring, working with LVCVA, on site and remotely, to gather content and collaborate on brainstorming, working sessions, narrative development and storyboarding.

“Las Vegas is all about adult freedom, meaning you can be and do things here you can’t be and do at home,” said Arnie DiGeorge, executive creative director at R&R Partners, the agency of record for the LVCVA.

“Art is a similar experience; it can take you to new places and on flights of fantasy. Vegas: Alter Your Reality puts the two together. It is ultimate freedom.”

Those engaging in the experience at the Miami Art Week will utilize Samsung Gear VR headsets. Following the event, the experiences will be available to users of the Vegas VR app, available for free download for iOS and Android.