Gila River Resorts & Casinos
Opportunity: The transition to resort status was underway but not yet complete. We needed to set the tone for what was coming without the luxury of being able to show it. Under construction was a new luxury suites tower, resort pools and cabanas, world-class dining, entertainment and sports betting.
Insight: The area around the resort boasts one of the highest household incomes in the country. The brand needed to thread the needle of being an elevated experience that welcomes all types of people. However “you do you” is ok here.
Solution: We latched onto the brand truth of You Do You and made it the brands calling card. Our campaign dominates the airwaves and digital media in the region.
Campaign season 4
The final installment of the wildly successful You Do You campaign reminds viewers that “It’s time to own your moment” while introducing the brand as a “resort” for the first time. It’s time to show off the beautiful new suites tower, complete with all-new rooftop dining, nightclub and resort pool complex. Gila River Resorts and Casinos is now the undisputed leader in Arizona resorts.
Campaign season 3
As a follow-up to the success of the original “You Do You” launch campaign, this time we worked to elevate the brand perception as construction was underway on a new suites hotel tower and resort pool complex.
Campaign season 2
In the original campaign, we created a spokesperson for the brand. We was seen and heard, but was oblivious to the cast around him. He was more of a figment of the viewers imagination who encouraged them to put aside the polarized world of judgement and labels and just come be themselves. We called this campaign “You Do You”
Campaign season 1
In the original campaign, we created a spokesperson for the brand. We was seen and heard, but was oblivious to the cast around him. He was more of a figment of the guests imagination who encouraged them to put aside the polarized world of judgement and labels and just come be themselves. We called this campaign “You Do You”
