Santa Monica, Calif., Oct. 17, 2011 - Mandalay Bay Resort and Casino has launched a nationwide branding campaign that seeks to claim its territory as the true resort on the Las Vegas Strip. While many Las Vegas properties include the word resort in their moniker, not all deliver a resort-like experience or atmosphere. Mandalay Bay, with its extensive range of day-to-night experiences, exceptional customer service and superior setting, strikingly sets itself apart from competitors.
RPA, Mandalay Bay's agency of record, is behind the rebranding effort, which will feature print, digital and several California-based location takeover activations to remind potential visitors that "You're not a tourist, you're a 'resortist,'" a word created especially for the campaign.
"Mandalay Bay embodies the essence of a true resort, blending upscale amenities in a playful, casual atmosphere," said Patrick Miller, vice president of marketing for Mandalay Bay Resort and Casino. "This campaign captures our position as a destination resort set within the energy and excitement of Las Vegas-the kind of experience our 'resortist' guests seek out and appreciate."
The campaign targets savvier Las Vegas visitors who value the expansiveness that Mandalay Bay offers over the swarming crowds on The Strip. The resort features more than the 120 lush acres available for exploring and playing with a one-of-a-kind vibe that blends a premium experience with a hassle-free and casual environment. Mandalay Bay is the perfect resort for guests who want to stay in an upscale property without the upscale attitude.
Noted fashion and commercial photographer Dewey Nicks shot the evocative images at the heart of the campaign. The images beautifully capture the 'resortist' spirit while also highlighting the property's wide range of activities. Each shot is postcard-perfect, displaying stylish-yet-casual vignettes of guests enjoying the property, bringing to life Mandalay Bay's exceptional experiences.
An elegant campaign logo lockup, featuring the iconic real-gold-plated hotel nestled in tropical trees and set against a stark black backdrop, garnishes the photos and assumes the central position in many other ad executions.
Mandalay Bay will spread its 'resortist' message through strategic ad placement in top travel, entertainment, hotel and wedding magazines and websites. The campaign, which will focus on the western U.S. cities that generate the most Las Vegas tourism, will feature a pair of wrapped trolley cars in San Diego, terminal domination projects in San Diego and Orange County's John Wayne airports and environmental advertising at select Southern California malls.
"'Resortist' may be the hardest-working word in tourism," noted RPA VP/CD Scott McDonald. "In one single word, it's able to characterize our guest and define what Mandalay Bay represents in the city with the most hotel rooms on Earth."
Client: Mandalay Bay Resort and Casino
Launch Date: September 2011
ECD: Joe Baratelli
CD: Scott McDonald
ACD/AD: Q Gourki
ACD/Copy: Andrea Drever
Senior Art Directors: Christian Musson, Bang Pham
Jr. Art Director: Quinn Fu
Sr. Art Buyer: Deb Grisham
Photographer: Dewey Nicks
RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands, California Department of Public Health, La-Z-Boy, Farmers Insurance Group and Mandalay Bay Resort and Casino. For more information, visit
More info: TRUST 646 452 3388 (NY) 310 451 5153 (LA) trustcollective.com