Situation Analysis
Although internationally recognized, Trump International Hotel & Tower Las Vegas was competing for media attention in a city already well known for high-end luxury accommodations and real estate products. The challenge was differentiating Trump International Hotel & Tower Las Vegas from other high-rise condos and positioning it as the most luxurious place to live in Las Vegas.

Execution
In addition to pitching traditional real estate media, The Firm focused on the project’s truly unique features, mini-milestones and the celebrity status of the individuals involved to capture the attention of national, luxury and entertainment outlets, and reach potential buyers.

• Created a “Topping Off” ceremony including an appearance by Donald Trump.
• Targeted local television news helicopters and newspaper photographers to capture the installation of the T.R.U.M.P. letters on the building.
• Promoted unique qualities of Trump International Hotel & Tower Las Vegas, such as the height of the building and its 14 karat gold exterior, among luxury media outlets.
• Promoted the celebrity status of Stefanie Schaeffer, VP of Marketing and "Apprentice" winner, among targeted entertainment media, real estate and business outlets.
• Positioned key executives as luxury condo-hotel industry experts, making them available for interviews to discuss the market in general and the progress of the project.

Results
The Firm successfully branded Trump International Hotel & Tower Las Vegas through local and national press coverage in notable outlets such as Forbes Magazine, CNBC, USA Today, Los Angeles Magazine, The New York Times and Luxury Las Vegas. The Firm also pitched more traditional angles of the project to real estate and business outlets leading to coverage in BusinessWeek, MSNMoney, Las Vegas Review-Journal and Broker Agent Magazine. A one-on-one interview secured with Donald Trump for an Associated Press reporter during the “Topping Off” ceremony resulted in a story that ran in more than 154 markets. By early 2007, Tower I was nearly sold out and the property began taking reservations for Tower II.

“The Firm Public Relations & Marketing created a flawless event for the topping off of Tower 1 for Trump International Hotel & Towers Las Vegas that lived up to the Trump standard of excellence. I was impressed by their energy, attention to detail and professionalism.”

Donald J. Trump
The Trump Organization
Trump International Hotel & Towers Las Vegas