Brand Reveal - User Activation

I conceived, developed, and executed this campaign. Below was a direct-mail piece sent out to readers of Vegas Report magazine, key stakeholders in the city of Las Vegas, public relations firms, and public officials announcing the big news that Vegas Report was officially trademarked. The community was involved since the launch of the magazine, and to celebrate their contribution to making this publication the leading resource in town, the postcard also asked for their assistance in the reveal. Recipients had to "scratch off" to reveal the new trademark.

Trademarking a business name which is considered "generic" is nearly impossible. This rule is in place to keep generic terms out of trademark and available to the general business community as a whole. But, if a term becomes established in its industry and its destination, then a trademark can be granted, if the U.S. Patent and Trademark office deems it to have reached a unique and distinct level.

Vegas Report magazine filed for trademark status. After establishing itself as the recognized industry leader in Las Vegas covering entertainment news for more than 10 years, the company applied for trademark status. The key argument that was upheld by the U.S. Trademark office was the fact that Las Vegas mayor Oscar Goodman appeared on the cover of the magazine, essentially elevating this publication as the primary source of entertainment news.

BEFORE SCRATCHING

AFTER SCRATCHING