We were in charge of rebranding Mandalay Bay in Las Vegas. There were some big challenges. Mandalay Bay is at the end of the Strip, away from the core action. And, it was no longer the new kid on the block. So, my partner and I focused on loyalists who appreciated that it had a beach and wave pool and was really much more of a resort than a hotel. People who were relieved that it was set away from the insanity of the Strip.

We knew if we communicated that there was a true resort on the Vegas Strip, we’d pique the interest of the savvier Vegas visitors. To make a clear distinction between our customer and the typical Vegas tourist, we coined the word “Resortist” which the client trademarked.

We introduced the “Resortist” campaign with ads, billboards and supported it heavily online, and occupancy rates almost doubled within the first year of the campaign’s release.