The goal of this marketing program was to emphasize the tag line "A Sure Bet," since the meeting was in Las Vegas. Originally the client wanted to focus on the glitter and glamour of Vegas (as noted by the Elvis Postcard). However, due to the serious nature of the subject and the conservative slant of the banking industry, we offered imagery that would support both the Vegas lure as well as the upscale nature of Financial Freedom and the content of the conference.
The response was overwhelming. Sponsors, vendors, and attendees were all impressed with the cohesion of the marketing program. Though initially concerned with the negative connotation of a financial industry event in the middle of the Vegas strip, the IndyMac hierarchy was ultimately thrilled as it turned out to be the largest meeting in the company's history!