Mandalay Bay

The Challenge

In 2004, Las Vegas was booming, with hotel occupancy exceeding 90% and Average Daily Rates topping $300/night at high end resorts. So how do we make Mandalay Bay the resort of choice when there are cheaper places to stay?

The Approach

We aligned Mandalay Bay with the immensely popular and top-of-mind "What happens in Vegas, stays in Vegas" campaign from the LVCVA, with a massive media buy behind it. "Be Yourself. At Home." was born out of a desire to show how people can fully embrace themselves and their sense of adventure in ways they wouldn't think of at home. Only in Vegas and ideally at Mandalay Bay where the clubs are sexy, and the adults-only pool is top-optional. This campaign was highly successful, driving business and winning awards, including industry recognition as Best Broadcast Ad at the American Gaming Association Communication Awards. Fun fact: that helicopter fly by of the logo on top of the building (which would be done by a drone today) to really make the ending pop, was way too close for comfort!