1) What bases does the LVCVA use for segmenting its target market?
Being Las Vegas one important destination in the travel industry, in 2003 more than 35.5 million travelers made Las Vegas their choice of destination and in 2000 was the largest volume of visitors lagging more than 35.8 million travelers.
Many types of visitors go to Las Vegas showing that Las Vegas has a Marketing plan and promotions strategy in a high level.
* Geographic Segmentation:
Containing in the organization's promotional mix national TV advertisings, grassroots marketing and relationship building with many organizations the LVCVA promotes Las Vegas in US and the whole world planning strategically where and how to put their adds.
* Demographic segmentation:
The LVCVA promotes this destination using a variety of segmenting markets by gender, age, ethnic background and family life cycle.
One example is using tag lines and spots like "What happens in Vegas, stays in Vegas" and "Vegas stories" campaign include an older Asian woman trying to alter her life.
Elderly couples, and young professional males are influenced by some LVCVA commercials. Also The LVCVA started producing recorded commercials in Spanish.
* Psychographic segmentation:
Promoting Las Vegas with different kind of advertisements for different kinds of personalities, motives, lifestyles, and demographics The LVCVA uses commercials directed to the entire market commercials for businesswoman and professional males and all different markets. The LVCVA bought billboards in each city to expand their media marketing.
* Benefit Segmentation:
In these type of segmentation the process of grouping customers into market segments according to the benefits they seek from the product. One example of these is when it noticed significant drops in the visitor's volume from Canada the LVCVA sent and official delegation to Toronto. The group canvassed Toronto's Canadian Meeting and Incentive Travel Symposium and Trade Show. Representatives also met with private convention and leisure travel planners and attended events in Montreal and Vancouver to promote their cause.