DREAM WITH YOUR EYES OPEN
THE MIRAGE HOTEL & CASINO
New Branding Campaign
THE CHALLENGE
Offering just about anything a guest could want or imagine, The Mirage Hotel & Casino boldly embraces its place as the original mega-resort on The Strip. But a new generation of Vegas-goers demands a more seamless, more personalized experience. The Mirage had all the pieces to deliver on this promise, but needed to help travelers see the possibilities. Making this icon of modern Vegas the perfect canvas for our hospitality brand expertise.
Setting The Stage.
And by that, let’s rethink dreaming.
The Birth of a Vegas Icon.
The Mirage. The first mega-resort of its kind, and by birthright, the Father of Modern Las Vegas. It looms as a beacon, Center-Strip, and still hosts more foot traffic per year than any of its brethren. Bellagio, Palazzo, Mandalay Bay, the Wynn, Aria, Cosmopolitan. All of these properties are altered strands of the same bloodline that began November 22, 1989, with The Mirage.
Were it not for us Vegas would be a shadow of its present self. Instead, it’s a full sensory experience. The spectacle, the attractions, the mystery, the music, the dining, the gaming… the intangible thrill of Sin City. It all shines through. By any measure – entertainment, food, gaming, hospitality–The Mirage stands as the epicenter of the Las Vegas renaissance. Yesterday, today and tomorrow, it is the original.
And while there seems to be an eternal debate about what Vegas should be, the truth is, Vegas is The Mirage. We continually evolve and adapt, and it’s made all the difference. Let others have their 15 minutes. We’ll stay relevant because we hold true. From high rollers to comfort seekers to elopers to explorers, everyone can escape to find the complete Vegas experience at The Mirage. Now, and always
The Brands New Foundation.
Equal parts premium hotel, entertainment oasis and culinary wonderland, The Mirage Hotel & Casino offers guests no end to the paths their visit could take. But having last updated their brand over a half decade before, telling that story in a compelling, contemporary way required a fresh start.
Capturing a new audience required crystallizing the ethos of The Mirage – finding its true purpose – and then designing the foundation and building the asset library for the many stories that needed to be told.
Building on The Mirage’s palpable sense of wonder and its decades-long promise to continually deliver the unexpected, the new brand identity invited guests to “Dream With Your Eyes Open™”.
We created our visual storytelling stage.
Day. Dusk. Night.
We shared your story of your experience as the day changed throughout the day.
Dynamic Microsite Demographically Segmented.
Dynamic Responsive Landing Pages.
The landing page were catered to each of the demographic segments, Boomer, GenX and GenY. As part of the strategy each landing page had content relating to the segments for promotional purposes to drive revenue while telling a story. This strategy was not only about content excellence but implementing an approach of Brand and Retail together (Brand-tail).
AdColony Mobile Experience.
The AdColony experience was intended to be a mobile immersive takeover, highlighting each segments dream experience at The Mirage. This takeover highlighted all the major points of entertainment, food & beverage and stay. The mobile experience included interactivity with images, video and booking opportunities while highlighting how the day, dusk night features all The Mirages amenities.
Demographically Focused Brand Videos.
The approach of the brand videos was to place it in front of the segments at the right time, at the place and on the right platform. The videos all focus on how Dream With Your Eyes Open™ comes to life while at The Mirage. The videos were placed on digital tv, digital media preroll, rich media display and many other placements. The length of these videos was strategic to keep it short as the consumer trend was more bite-sized content.
