Jon Gray, Vice President and General Manager of the LINQ
Gen Yers are one savvy, mobile, fast-moving crowd. How do you get their attention and win their hearts?
Experience, experience, experience! In a city boasting some of the best leisure, entertainment and business facilities on the planet, we hone many of our Gen Y marketing efforts on specific programs including events, concerts, DJ appearances, parties and more.
Winning Gen Yers over requires an incredible focus on providing impeccable service, staying on top of the latest trends, adapting quickly to guests’ desires—and connecting with their senses.
How is Caesars Entertainment reaching out to the Gen Y consumer?
While e-mail remains a powerful communications tool, we speak to these consumers through a variety of media—and include them in the strategy. Why? It goes back to winning them over with experiences. Gen Yers continually share their physical world with their virtual circle, and so there is no better way of attracting a guest than having them hear about us through one of their close connections.
If we just posted ads on our Instagram pages, for example, we’d lose that connection. Instead, our social media team is dedicated to sharing current and upcoming content the smart way. We actively engage with this audience, including sharing their posts and providing them with unique content, such as the real-time offers built into our Play app.
Our PR team also does a tremendous job of connecting with bloggers and tweeters and their followers to spread the word about all the great content and incredible happenings at our properties every day.
What specific products has Caesars developed for the Gen Y guest?
Our commitment to attracting this audience includes spending nearly $1 billion to introduce new Gen Y-focused hotel and entertainment properties in the heart of the Strip, including the Cromwell, LINQ Hotel and Casino, LINQ Promenade, and the High Roller, the world’s tallest observation wheel. These properties have been carefully curated with partners like the Brooklyn Bowl music venue and Drai’s Beachclub and Nightclub with the Gen Y consumer in mind.
Beyond the center Strip, our other exciting offerings include Britney Spears at Planet Hollywood, Nobu and the Nobu Tower at Caesars and much more!