New York - New York Hotel & Casino: Spreading the Luck

New York-New York Hotel & Casino partnered with Southwest Airlines to kick off their first-ever nonstop flight from Dallas Love Field (its home airport) to Vegas by "spreading the luck" to some unsuspecting travelers on October 13.
The Wright Amendment a federal law governing traffic at Dallas Love Field airport has officially expired freeing up Southwest Airlines to offer direct flight segments from Dallas to Vegas, Orlando, and other cities for the first time. So, NYNY jumped at the opportunity to help Southwest celebrate this inaugural trip to Vegas. Agency: David & Goliath, Los Angeles.

On October 13, Southwest passengers arrived at their seats to find a gift bundle from New York - New York that contained T-shirts and exclusive comps to restaurants and shops on property. Every gift they received came in pairs, so each passenger could share their luck with someone else.

During the middle of the flight, an emcee stepped up to the plane's PA system with a microphone and rolled out a “Spread The Luck” prize wheel. He pulled seat numbers at random, giving those lucky passengers a chance to win whatever the prize wheel landed on, including a free suite for a weekend at the Hotel. The winning prize-wheel passenger was then faced with a choice: Keep the prize, or spin again for a chance to win something for everyone else in the row.

Even Southwest’s free snacks got a lucky-upgrade. In addition to pretzels and peanuts, passengers were given gift bags from the Hershey’s Store at New York - New York and a complimentary alcoholic beverage.

As the flight neared Las Vegas, every passenger on board was given one more lucky gift: an elegant black envelope containing a letter good for a free weekend at New York - New York, two tickets to the hotel’s Cirque show, “Zumanity” and a $100 food & beverage credit to use during their stay in Vegas.
Everything about this initiative was designed to bring good luck to real people.

David&Goliath has been the agency of record for New York-New York Hotel & Casino since 2008.