Innovation management and marketing is the most important instrument in the realisation of innovations. Las Vegas delivers for it the most imposing example. Once the very small town was a sleepy nest in the desert. When the parliament decided in 1931 to legalise gambling to support the local finances, this was an innovation.

However, no other town has knew how to market this so successfully. In 2006 38.9 million guests travelled to Las Vegas. In 2007 additional 5000 beds are created and 30 milliard dollars are invested in new hotels and conference centres. However, innovation marketing is not only depending on the height of the investment. Rather the right time, the right trend, the logical removal, the understandable and attractive story as well as the professional conversion is the successful prescription.