Palms Resort Retains Davidandgoliath

LOS ANGELES Since opening in 2001, the Palms Resort Casino has earned a reputation as one of Las Vegas’ hippest spots to stay and play, thanks to its appearances on TV and super-hyped events. Building on this established buzz, davidandgoliath has been hired to create a formal ad campaign for the hotel, the agency’s chief creative officer said this week.

“It’s a terrific brand to work on, a brand that has a tremendous amount of cachet,” said David Angelo, chairman and CCO of the Los Angeles independent shop. Advertising will “include all aspects of media,” aimed primarily at men ages 21-45, he said.

The shop will also craft work for the property’s jointly owned restaurant N9NE, Rain nightclub and rooftop Ghost Bar. Interactively, davidandgoliath will be responsible for the creation of the hotel’s new Web site, as well as its existing Palmsgirl calendar-model venue.

George Maloof, whose family also owns the National Basketball Association’s Sacramento Kings, oversees operations and marketing for the 42-story, 430-room hotel, casino and spa. Just off the Strip, the Palms’ vogue, racy image has made it the resort of choice for actors, musicians and athletes including Jessica Simpson, Nelly and Dennis Rodman. (The resort’s chief competition for Vegas’ young-trendsetter crowd is the nearby Hard Rock Hotel.)

As the setting for frequent celebrity poker tournaments, MTV’s Real World Las Vegas, high-profile concerts and an episode of Fox’s The O.C., the Palms has in the past relied on aggressive public relations and placement campaigns, often developed in-house.

The property’s 2003 ad budget was $1 million, according to Nielsen Monitor-Plus. Between January and September 2004, however, the hotel had already topped its previous year’s ad spend. Sources said the budget could grow substantially with the resort’s expansion, including the addition of a Playboy-sponsored sky villa, nightclub and store, set to open in 2006.