Reaching for The Cloud in Las Vegas

The Rouse Co. (Columbia, Md.) has launched “The Impact Source at Fashion Show,” an integrated marketing platform — including large LED video screens — outside the Fashion Show retail center in Las Vegas.

The media and technology were provided by ClearChannel Spectacolor, a joint venture between Spectacolor Communications Inc. (New York) and ClearChannel Outdoor (a wholly owned subsidiary of Clear Channel Communications Inc., San Antonio, Texas).

Outside the recently expanded center, brand messages will be displayed on “The Cloud,” a canopy that towers more than 10 stories above the Las Vegas Strip, with a projection surface of nearly two acres. Marketers' messages are projected onto the Cloud, which works in tandem with four full-motion video LED screens that move along a track whose length is equivalent to two New York City blocks.

The LED screens will broadcast marketers' messages as well as live broadcasts from within the Fashion Show center and events held on the plaza outside.

Inside the shopping center, consumers can see additional brand messages on interior LED video screens, a plasma screen network and static displays.

General Motors Corp. was the first automotive advertiser within the select group of sponsors advertising at the Fashion Show. Cadillac was the first brand featured at this venue; additional GM brands will be showcased in 2004.

“GM is looking for innovative ways to reach consumers and motivate them to visit a GM dealer,” said C.J. Fraleigh, General Motors executive director of corporate marketing and advertising.