Hospitality, Entertainment

Tao Hospitality Group

The Client

Tao Group Hospitality is a leading restaurant and nightlife company that develops, owns and operates many of the world's most recognized restaurant and entertainment venues under various brands including but not limited to Tao, Marquee, Avenue, Lavo, Beauty & Essex, Vandal, The Highlight Room, Luchini and Koma in major markets across the world including New York City, Las Vegas, Los Angeles, Chicago, Sydney and Singapore. Tao Group Hospitality’s corporate headquarters is located in New York City, with locally-based managing partners and a full-time marketing and operations staff in every other market.

The Challenge

Tao Group, although has immense reach with some of the world’s best restaurants and nightlife experiences spread over 46 locations world wide, saw a missing element in their marketing strategy. At the dawn of a new nightclub entertainment era in Las Vegas with Hakkasan Group’s mega clubs, Tao Las Vegas was finding it challenging appealing and attracting a collegiate audience into their nightclubs.

The Solution

Tao Group contracted Analytix Media to assist in targeting the college demographic. Tao’s goal was not only to attract sorority groups into their venues but to also to keep them as loyal customers. Tao Group pumps millions of dollars a year into marketing and advertising across the Las Vegas area, however since Vegas is a destination location, it was important to target demographics long before they arrived in Las Vegas. Analytix Media initiated an Influencer outreach campaign with the basis of comping hotels, dinners and VIP Services at Tao Groups top Las Vegas Day and Nightclubs.