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Jessica Halter-Powell
Jessica Halter-Powell
Media Rep. at MGM Mirage
El Segundo, Stati Uniti
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TitoloPoker
Agenzia
Campagna Shut Up & Play - New York-New York Hotel
Cliente MGM Mirage
Marca New York-New York Hotel & Casino
Data di Prima Diffusione/Publicazione 2008 / 10
Settore Strutture di soggiorno
Trama The rebranding of New York-New York Hotel & Casino was launched with a strong OOH campaign in Los Angeles and San Francisco where Shut Up & Play flexed its muscle by taking on yet another role, this time as a headline for all non-retail messages. The OOH work served as a great introduction to the revived Vegas brand before launching into a national print campaign with buys in People and LA Magazine. The national print buys allowed David&Goliath to have even more fun with the NY voice with headlines like, "All the fun of New York without the hot garbage smell."
Filosofia David&Goliath worked with renowned photographer Lauren Greenfield to capture NY-NY table gamers, slot players and club goers having fun and in the moment at various places on the casino floor including: the high limits table area, the slot machines and Rok Vegas, NY-NY's newly opened night club.
Problema THE OBJECTIVE: ENOUGH "SEXY" HIPSTER B.S. ALREADY.
Stand out in the "sea of sameness" that is Las Vegas advertising…NY-NY needed to differentiate itself from the hip and sexy bandwagon that other Las Vegas casinos were on. Re-introduce the property to consumers in a fresh, new way that engages the public and prompts visitors to think of NY-NY in a different, positive light, putting them top of mind on consumers' Las Vegas destination list. Create work that could only be owned by New York-New York Hotel & Casino.
Tipo di Media Stampa e stampati
Media Rep.
Chief Creative Officer
Executive Creative Director
Creative Director
Art Director
Art Director
Copywriter
Copywriter
Copywriter
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Production Company Producer
Casa di Produzione
Art Buyer
Art Buyer
Media Rep.

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