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Speaking Their Language

Once the audio track kicks in, though, the difference in this ad becomes immediately apparent. "Mi abuela siempre me dijo que Las Vegas era espectacular ... pero nunca me imaginé esto," a young Spanish-speaking woman says, which roughly translates to, "My grandmother always told me that Las Vegas was spectacular ... but I never expected this."

Unexpected indeed, but long overdue, local tourism officials said of the ad this week.

After years of placing a Spanish audio track over its standard English-language ads, this summer the Las Vegas Convention and Visitors Authority for the first time developed original Spanish-language spots to lure more drive-in traffic from nearby areas with large Hispanic populations.

Rob Dondero, who helped create the ads for the authority's contracted advertising agency, Las Vegas-based R&R Partners, said the $1.4 million, two-year campaign was necessary to maintain the city's share of the lucrative Hispanic travel market, which accounted for about 6 percent of Las Vegas' reported 35 million visitors last year.

"We couldn't use our current (English-language) television or radio spots on Hispanic broadcasts. The message isn't received the same," said Dondero, who cited minor cultural differences in the "Vegas Stories" spots as the primary obstacle.

For example, focus group research showed Hispanics respond more favorably to images of traveling with friends and family members, R&R Partners account leader Sophie Poulter said. Working in association with Castells & Asociados, a Los Angeles-based advertising firm that specializes in marketing to Hispanics, the agencies produced two radio and two television ads that heavily emphasize traveling with others.

The Spanish ads began airing in early May on radio and television stations in Los Angeles, San Diego and Phoenix to coincide with the Cinco de Mayo holiday. They'll continue to air regularly through July, followed by periodic placements and promotions leading up to Mexican Independence Day on Sept. 16.

Poulter said the ads are limited to summer months because visitor surveys show that's when Hispanics are most likely to travel to Las Vegas.

One businessman whose company already brings many Hispanics to Las Vegas recently expressed his support for the authority's new initiative. In a June presentation to local resort operators, Aeromexico Vice President Rolf Hoehn affirmed his belief that an effective Hispanic marketing campaign must target that segment's different wants and needs.

"If you just transmit (and) translate the same message you've pitched to the mainstream market, you inadvertently project an ignorance or lack of genuine interest in my business," Hoehn said of Hispanic consumers.

Businesses must develop ads that use language and tones that respect Hispanic values and traditions, Hoehn said. Vacation packages should promote strong family ties, he said, adding ads must also rely on emotional appeals, promote brand loyalty and offer low prices but good values.

The campaign's effectiveness has so far been difficult to gauge statistically, though anecdotal evidence suggests it's been well-received. For example, Poulter said a recent vacation package giveaway on a San Diego morning show resulted in a flood of phone calls at that city's Univision affiliate as well as a convention authority-sponsored information line.

"That alone said to us that people are hungry and want this," Poulter said.

Plans call for a similar ad campaign next summer, including a possible expansion to markets such as Chicago, Dallas, Houston and New York. In addition, Dondero believes this year's effort could someday spawn ethnically targeted campaigns geared others ethnic groups.

"I don't see us ever going back to anything less than what we've got going on now. If anything, we would expand our markets," he said.

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