Be The Office Hero.
How do you position a destination like Las Vegas for business without compromising the brands hard earned equity as a leisure destination? With audience insights about meeting planners and conventions our team at R&R Partners uncovered the way to conceptually communicate both the unique offering and benefit while remaining true to the brand—neither suggesting, nor denying, the team may show up at the meeting hung-over.
Strategy through Production
I developed the campaign from the ground up, along with each characters persona and set scenario—directing casting, props and wardrobe—collaborating with photographer Jim Fiscus of Art + Commerce to bring them life. The campaign ran in magazine, online, and OOH, while the card-packs were circulated at trade-shows with a true-to-form limited-edition animated lenticular card (shown below), making them a hit amongst the often forgotten, under-recognized, meeting planner audience.