Sheldon Adelson, the casino mogul who had the vision to build a new 60,0000 seat stadium in Las Vegas that would be home to the NFL’s Raiders franchise and UNLV’s football team
The Time is now
MassMedia was hired to develop a brand identity for the proposed facility (Las Vegas Dome) and generate public support for the project to help demonstrate to the Southern Nevada Tourism Infrastructure Committee (SNTIC) and other key influencers that Las Vegas was a viable market for an NFL team.
Strategy & Approach
MassMedia needed to move quickly to have key elements of the campaign in place prior to the stadium proposal being submitted to the SNTIC. Once the logo and brand elements were finalized, MassMedia developed an integrated digital footprint for the Las Vegas Dome that included a website, social channels and email distribution. The digital content was updated and disseminated in real-time across these platforms, which quickly grew in following to become the primary source of news and information for the proposed stadium. A series of grassroots and community events were launched in conjunction with these digital efforts to further engage our target audiences of local politicians, media, community influencers, Raiders fans and the public at large.
The campaign was an overwhelming success and far exceeded all goals and benchmarks for online followers, audience engagement and registered supporters via the website. Ultimately the SNTIC approved the stadium proposal to go before Nevada Governor Brian Sandoval. The rest is history, and the Raiders will commence their inaugural season in the “Las Vegas Dome” in fall 2020.