Las Vegas mega hotel posters - and other ways of re-interpreting core assets to develop new revenue streams

Last night I was half paying attention to a travel program on TV. In part of the show the presenter visited Las Vegas and as he was riding past the Luxor Hotel it seemed to have a huge poster for Absolut on the side of it.

I'd never heard of this so went online to investigate further. It appears that a number of Las Vegas hotels have now used their faciers as giant billboards (though the Luxor's unique design makes it arguably the most impactful.) On searching I found various examples of Las Vegas mega hotel posters, here are just a handful:

gTarded's photo of Absolut Luxor

Toni Braxton on the Flamingo for Diet Pepsi

(http://www.flickr.com/photos/bludgeoner86/ / CC BY 2.0 )

Luxor - Transformers Revenge of The Fallen (day and night photos)
credit: Transformers Live blog

These hotel posters are extremely eyecatching, but have only been possible since the introduction of new technology from specialist mega-poster company SkyTag (more examples on their site.) The interesting thing is that new technology helped Las Vegas hotels monetise an asset that was previously unmonetised - the building itself!

This sort of lateral thinking is being deployed in a number of places, from London Underground Oyster Card wallets to 7-Eleven turning their shops into Kwik-E Mart replicas for the Simpson's movie to Ryanair offering ad space on their planes:

Ryanair plane with full plane Cable & Wireless ad

Thus companies from a variety of different sectors (transport operators, hotels, retail etc) are becoming 'publishers' as they find ways to offer (creative) ad space to advertisers - thinking differently is driving ad revenues from areas that may have never been considered advertising platforms in the past.

The key to a lot of this is technology. As technology evolves it is creating new opportunities to monetise / better monetise core assets - and this isn't just about being able to print massive posters. Technology developments are helping publishers create new formats and where every aspect of digital advertising can be analysed, new / improved technology is helping to create more effective trading mechanisms, data management / analytics tools and yield management systems.

Las Vegas mega posters are a striking example of how new technology is changing media, but the most significant evolution that technological development is fuelling is in the background around digital data, numbers and systems......

Related posts

Like this post?
Then subscribe to regular updates from this blog -
click here to use a Reader or click here to get email updates