RPA has a new print and outdoor campaign for Mandalay Bay, extending their “Resortist” campaign.
The campaign strategy “is to further differentiate the resort by injecting the advertising executions with new electricity in a welcoming way befitting of a 120-acre resort.”
In the newest extension, RPA builds on this strategy by giving the viewer the “point of view of a guest walking into the scene as an array of models make eye contact, drawing the viewer into the enticing environment.” The “resortist” tag aims to differentiate Mandalay Bay from similar resorts, who appeal to “tourists,” but is it really convincing anyone that they aren’t a tourist? Perhaps RPA just thinks that the word can stand in for “tourist,” without the negative connotations attached, or maybe the tag is meant to imply that Mandalay Bay patrons are too upscale for the word, but we remain unconvinced.
“We’re continuing to build on the simple, yet powerful ‘resortist’ platform which is a great example of what we call Whitespace—a positioning that gets noticed because it’s so unique and different from what the other hotels in Las Vegas are doing,” explains RPA executive vice president and chief creative officer, Joe Baratelli. “This latest effort helps define what a resort can be by showcasing Mandalay Bay’s amazing new amenities. When everyone else is talking to tourists, Mandalay Bay is talking to resortists.”
Client: Mandalay Bay Resort and Casino
Launch Date: March 2014
CCO: Joe Baratelli
VP, CD: Scott McDonald
ACD/Copy: Andrea Drever
Sr. Art Director: Bang Pham
Sr. Art Buyer: Sari Rowe
Photographer: Steven Lippman