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By matching bespoke creative tracks to distinct traveler mindsets, the agency reversed market decay and delivered a 7.5ppt Brand Lift in LA
Our partner, a luxury Las Vegas Resort, uncovered a critical vulnerability in its 2025 Brand Health Tracker: LA residents, the resort’s most vital drive market, were experiencing brand decay, viewing the property through a legacy lens rather than recognizing its recent multi-million-dollar upgrades.
Net Conversion identified the core "so what" insight: luxury travelers in Los Angeles are not a monolith; their booking triggers are distinctly divided by mindset. Reversing brand decay required moving beyond passive awareness into active consideration by segmenting LA consumers into two high-value traveler cohorts. "The Spontaneous Luxury Escapist" (Ages 25–40) represented high-earners driven by simplicity, ease of access, and immediate leisure. "The Cultured Weekend Indulger" (Ages 35–60) represented sophisticated travelers seeking curated experiences, world-class dining, and high-end entertainment who felt they had already "seen it all" in Las Vegas.
MORE MEANINGFUL CONNECTIONS | The Media Strategy
Net Conversion built a multi-channel media strategy across Paid Social (Meta) and OTT, pairing bespoke creative messaging with precise high-income demographic and behavioral targeting overlays. For the Spontaneous Escapist, creative focused on the ease of booking a once-in-a-lifetime getaway, highlighting seamless packages, deals, and hassle-free leisure. For the Cultured Indulger, creative centered on "what's new," spotlighting renovated suites, fine dining concepts, and novel shows at The Sphere curated specifically for them.
Net Conversion isolated high-value LA households by targeting the Top 10% HHI bracket on Meta and $150k+ HHI on OTT, layering competitive resort interests, luxury travel affinities, and dining/entertainment behaviors. Content was deployed using full-placement liquidity, with immersive video across Reels and Stories and Feeds for package details.
MORE ACCOUNTABLE MEDIA | The Measurement Strategy
To validate that audience-level personalization translates directly into brand recovery and business growth, Net Conversion evaluated the campaign across a multi-tiered measurement framework:
- Formal Meta Brand & Intent Lift Study: Measured real-time lift in brand awareness, visitation consideration, and brand association metrics between exposed and control groups in the Los Angeles DMA.
- Cross-Channel Measurement: Tracked brand lift across OTT campaigns alongside macro trends within the resort's ongoing Brand Health Tracker.
- In-Flight Automated Optimization: Applied Meta Opportunity Score recommendations to consolidate audience segments and automate placement liquidity across Reels and Stories, optimizing inventory allocation toward highest-performing creative variations in real-time.
MORE PROFITABLE GROWTH | The Results
By translating brand-health tracker data into hyper-personalized creative execution at scale, Net Conversion successfully restored brand health in the resort's primary drive market. The campaign drove a +7.5 ppt increase in Brand Lift across the Los Angeles DMA at a highly efficient $1.19 Cost Per Lifted User. This performance fully reversed the prior 4% YoY decline in aided brand awareness while significantly strengthening consumer intent and brand associations with luxury, fine dining, and prime location among high-earning LA travelers.
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