Las Vegas to target the UK market

Las Vegas Convention & Visitors Authority has appointed a UK representation agency in an effort to target the British market. Hills Balfour Synergy is leading the authority’s international brand marketing strategy in the UK, which is the destination’s top overseas market. The firm’s remit covers trade sales, marketing and PR. The authority aims to increase the number of international visitors to Las Vegas from the 4.7 million recorded in 2007 to 6.2 million by the end of 2010. Hills Balfour Synergy plans to help achieve this target by increasing the number of UK visitors to the destination and lengthening the duration of their stay. Managing director Amanda Hills said: “We are currently executing our first Las Vegas sales mission along with the team from Las Vegas and we are conducting meetings with all our trade partners.” The destination is set to see some 32,000 additional hotel rooms come on stream by 2011. The authority’s international brand strategy vice president John Bischoff said: “With a favourable exchange rate, competitive room rates and [considerable property investment], there has never been a better time for overseas travel to Las Vegas from the UK.”

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