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LOS ANGELES In an effort to advance its thrill-seeking, plugged-in trendsetter image, Las Vegas’ Hard Rock Hotel & Casino has launched a campaign created by independent DiMassimo Carr Brand Advertising and West Coast creative collaborator Sally Hogshead, most recently creative director at Crispin Porter + Bogusky’s former Venice, Calif., office.
The $10-15 million campaign targets advertising-wary, “sophisticated insiders,” said agency president Mark DiMassimo.
The initial component, a full-page print ad designed to resemble a doctor’s prescription for 48 hours of post-Vegas bed rest, launched in this week’s Hamptons magazine.
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