DES: What's your take on the current ad campaign launched by Nevada's city of Las Vegas?
TINA: The TV commercial, aimed primarily at the North American market, shows two women looking for a good time using different names with every man they meet. What happens next? It doesn't matter, as the tagline reassures us 'What happens here...stays here.'
DES: But as the hit TV series, CSI: Crime Scene Investigation, set in Las Vegas clearly shows, that what happens there soon ends up, via the police, on Court TV and other media outlets.
TINA: And as we all know, trying to compete with the media is a losing proposition, even if the storylines are pure faction - a blend of fact and fiction.
DES: So what should Brand Vegas do?
TINA: It should recognise the fact that it has, over the years, moved on from its seedy reputation as the 'Sodom & Gomorrah of America', and morphed into the 'World's Entertainment Capital' catering for a family audience.
DES: It should also remember the growing competition from South Africa's Sun City and Europe's Monte Carlo, as well as from its US cousin - Atlantic City.
TINA: Not forgetting the future competition, as gaming laws are liberalised around the world.
DES: And ofcourse the growing online gaming portals.
TINA: With the non-US sites - led by the tiny Caribbean island of Antigua - winning a landmark ruling from the World Trade Organisation for Washington to 'open up' the US domestic market.
DES: So I guess what you're suggesting is that Vegas must take on a major global issue.
TINA: Although positioned firmly as a family entertainment brand, the city should never forget its roots - its core customers.
DES: The gaming punters?
TINA: You've hit the jackpot!
DES: Well, one of the great global social issues today is the addictive effect of gambling and the nasty consequences for the families and friends of the afflicted.
TINA: Exactly. So Vegas needs to launch a global co-branded campaign with organisations such as Gamblers Anonymous.
DES: Team G-A-M-E: Gambling-Addiction-Mediation-Experience, would be the perfect vehicle to manage the campaign.
TINA: With a reformed and spruced-up Vegas Vic - the world's tallest neon cowboy - as its global icon.
'Brand' the Marketect says:
"Iconic brand building using USP (mind-share branding), CRM (emotion branding) and Buzz (viral branding) are no longer enough. In the 21st Century you also need to embed your brand with a future-focused identity myth, inspired by a national or global tension or disruption. In other words, your brand needs to become a cultural activist."