RPA Wins Mandalay Bay

LOS ANGELES Independent RPA has won creative and media planning for the Mandalay Bay Resort and Casino in Las Vegas, said Scott Voeller, client vice president of hotel marketing.

The win caps a review of undisclosed contenders that launched last December. The property includes the hotel, Mandalay Bay Beach, and the Shark Reef Aquarium. MGM Mirage is the sole owner.

The Glenn Group is the creative incumbent. Internal agency Mirage Advertising will continue to handle media buying chores.

“What you’ll see is an evolutionary process,” said Tom Kirk, executive vice president and management account director at the Santa Monica, Calif., shop. “We’re going to look toward a luxury, ownable, definable positioning of Mandalay Bay’s unique offering. It will begin to define them.”

Voeller said that he expects a fully integrated campaign to break at the end of the second quarter and eventually include television, print, out of home, search and CRM. “We’ve always competed well in the luxury area,” he said. “It’s time for us to grow and compete better in the space.”

Mandalay Bay spent an estimated $5 million marketing the property in 2007, per Nielsen Monitor-Plus. Voeller said that he expected the marketing budget to grow in 2008.

RPA also handles American Honda Motors, La-Z-Boy, Pharmavite’s Soyjoy and media for MGM.