VEGAS.com
launches the first full service U.S. travel destination site in Spanish. VEGAS.com becomes one of only eight U.S. sites in the entire online travel industry with a fully Spanish-language version, most notably Hertz and Southwest.

The undertaking includes thousands of pages that make up the VEGAS.com city site translated into Spanish, a dedicated toll-free number with new bilingual professionals in the call center and email throughout the site for customers to directly reach a Spanish-speaking VEGAS.com travel specialist.  Now, the most up-to-date, accurate and unbiased information about Vegas and every imaginable option for travelers is available to the Spanish-speaking market, which accounts for 13% of the population (approximately 38.8 million people) according to the latest U.S. Census data. 

Timed specifically to launch during Hispanic Heritage month, Bilingual Content Manager Judy Jenner said, “After 16 months of planning, VEGAS.com in Spanish is a huge step for the city and for the online travel market as a whole.”  Last year, Hispanics accounted for about 6% of Las Vegas’ reported 35 million sirs$

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Travel continues as the largest0category of online spending for the U.S. Hispanic population, with travel"sales at $933 milhion a year, an increase of 33% (comScore Media Metrics).  By facilitating the travel ecommerce and information needs of the Hispanic audience, VEGAS.com leads efforts city-wide to increase tourism. 

 

“There is a big difference between targeting the Hispanic population and serving them,” said Howard Lefkowitz, President of VEGAS.com. “We felt it important to translate the entire site, not just the booking engine, so that Spanish-speaking customers can use our extensive content and information to research and plan their trips.

 

“VEGAS.com is designed as an insider’s guide with special access that goes far beyond offerings on typical travel sites.  We are pleased to be able to provide Spanish-speaking customers with the ease and facility of planning unique and individualized Vegas experiences with local experts to help every step of the way,” Lefkowitz continued.

 

VEGAS.com’s unique products are now more accessible to the Hispanic Internet audience, which is growing at an increase of 7% versus an average of the previous six months.  Special products include nightclub front-of-line access passes to avoid long lines at the city’s hottest clubs, free restaurant reservations, the first city-wide credit card with Vegas rewards for purchases made at home or on the road—all in addition to every hotel, show and activity in the city, from tours, to golf, spas, gaming, nightlife, outdoor adventure and more.  VEGAS.com maintains the strictest privacy policy and security for online transactions.

 

To coincide, VEGAS.com also announces the launch of a Spanish-language advertising campaign, using the popular Mr. V series of television and print ads originally created by kirshenbaum bond & partners west and credited with sales increases of more than 400% at VEGAS.com.

 

“We looked for a strategy that crossed every demographic and found the notion of having an ‘inside guy’ in Vegas as necessary and aspirational for everyone considering a trip to the city,” said Nigel Carr, Managing Partner/General Manager, kbp west.  Not only did VEGAS.com hire a bilingual Mr. V while originally producing the commercials in December 2002, the spots were designed to resonate across cultural and language barriers. The ads emphasize VEGAS.com’s ability to pull strings, get special access and products for the site’s customers with “It’s Who You Know” as the tag line.  The Spanish-language broadcast and print campaign will launch in the fourth quarter.
Related stories on ITN:

(06/03/2003) Vegas.com Enables Internet Bookings for Pets

(16/10/2003) European Expansion for Vegas.com Insures Growth for Website

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