Located in Las Vegas, the World Jewelry Center was conceptualized to become the premiere destination for the global jewelry trade. The location was chosen because Las Vegas has long been host to the jewelry industry’s largest tradeshow, JCK, therefore the World Jewelry Center would not only live within an emerging hub, but would also be strategically located within a ‘free trade zone’ further offering the gem trade an extra financial advantage.

OBJECTIVE

To create a global presence within the jewelry industry by securing key leaders as early adapters to the development knowing that others would follow.

SOLUTION

The marketing campaign prominently featured industry leaders in all print, digital, and point of sale materials. Additionally, these leaders acted as hosts at key events within the industry; Anthrop, Basel, Bangkok, Dubai, Hong Kong, Las Vegas, Mumbai, New York, San Paulo and Tel Avi.

MC2 created the overall identity, sub-identity programming and the creative marketing of the real estate offerings – which included: office condominiums, a Retail Center and residential condominiums.

The marketing outreach was a mixture of print, digital, tradeshows and private receptions. Each segment of the outreach was supported with marketing collateral, a website with industry news trends feed, digital marketing, point of sale, newsletters, tradeshow booths and events.

RESULTS

Approximately 117 letters of Intent were secured within the 18 months prior to ground breaking.

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