Castells & Asociados Creates Ad Campaign For ‘Viva Laughlin!’.

Castells & Asociados announced that it has created a comprehensive ad campaign for the Laughlin Tourism Committee to promote the Nevada city’s first ever “Viva Laughlin!” event. The city-wide festival to celebrate October as Hispanic Heritage month will feature performances by top Latin artists such as Christian Castro along with comedians, boxing matches, theatrical productions, variety shows and films, celebrity appearances and more. “Viva Laughlin!” will run October 8-11 and is being produced by Pochteca EventWorks.

To support the upcoming celebration, Castells & Asociados has developed a campaign targeting Hispanics 21 and older in the Los Angeles, San Diego, Phoenix and Las Vegas markets. The outreach will include radio and print advertising along with a guerilla campaign targeting bars, restaurants, video stores, music stores and clothing stores. Castells will also organize promotional events in target markets to spur attendance.

“Castells & Asociados has proven to be an invaluable partner with an excellent understanding of the Hispanic market and expertise in creating compelling campaigns for gaming destinations,” said Sean Hammond, director of player development and casino events at the Ramada Express and local chairperson for the event. “The Spanish-speaking population represents a critical growth area for us and we see ‘Viva Laughlin’ as an excellent opportunity to introduce ourselves to this community.”

This campaign marks the Laughlin Tourism Committee’s first outreach to the Hispanic market. Previously, Castells & Asociados had created Spanish-language campaigns for the Las Vegas Convention and Visitors Authority, of which the Laughlin Tourism Committee is a division.

“Growth in the tourism and gaming industries is increasingly dependent on the Hispanic consumer and we welcome the opportunity to establish Laughlin’s profile in the Latino community as a top resort and gaming destination,” said Liz Castells-Heard, President/CEO of Castells & Asociados. “Our goal is to help make ‘Viva Laughlin’ a smashing success.”