Harrah’s Resort SoCal
San Diego County has more than a dozen tribal-owned casinos. But Harrah’s was seen as just another face in the crowd. After a $200 million resort transformation, they needed something to show that they were more than just slots and blackjack.
We launched the First Resort for Fun campaign, telling people to head to Harrah’s whenever they needed an escape. By featuring resort amenities you wouldn’t expect a local casino to have (a spa, a lazy river, a swim-up bar and a 3,000-person concert hall), we made a case for other casinos just being “fun,” while everything at Harrah’s Resort Southern California is “funner.”
We shifted the perception of Harrah’s within the region. More non-gaming folks came out to spend money on resort amenities. Within a few days of launching, Harrah’s 1,107 hotel rooms were 100% booked every weekend. Unsurprisingly, we had fun helping Harrah’s make it happen.