Grey Rolls Dice At Caesars Palace

In a new, estimated $10 million campaign, Grey Advertising shows how Caesars Palace can be fun and approachable and still retain its traditional upscale Roman theme.
The “Statues” campaign, which breaks later this month, highlights the 30-year-old Las Vegas resort hotel and casino’s $650 million facelift, including a new tower, shops and pools. The ads, featuring the hotel’s Roman statues, have a humorous tone, unlike previous efforts from Grey’s Los Angeles office that were elaborate and serious. The ads include a toll-free number and a Web site address.
“The strength of the ‘Statues’ campaign is that it preserves everything that is great about the Caesars Palace brand, while at the same time conveying a new, less stodgy, more approachable feeling about the property,” said Grey/L.A. managing director Steve Blamer.
One 30-second TV spot, which breaks in mid-November in Los Angeles and Las Vegas, shows a man describing Caesars’ new features to his “date” and then cuts to shots of the hotel and various statues. When he asks, “Want to hear about the restaurants?” the viewer discovers that his companion is actually one of the resort’s many statues.
A print ad for the 1,200-room Palace Tower shows the statues laying bricks. Copy reads, “Oh, by the way, we’ve finished our little add-on.”
Print work breaks in December and January issues of Playboy, Architectural Digest, Live!, Men’s Health, Condƒ Nast Traveler, Los Angeles Magazine and other consumer and trade publications.
Separately, Grey Entertainment, a division of Grey Advertising, headquartered in New York, has opened a creative and account service office in Los Angeles. The office is headed by Spence Kramer, senior vice president and general manager, and operates out of Grey Advertising’s Los Angeles office.