STRATEGY & CREATIVE, PHOTOGRAPHY & VIDEO, SOCIAL & WEB, CONTENT, PRINT & SIGNAGE
In the travel sector – and especially in the highly competitive New Orlean’s tourism market, it’s essential to present guests with cultural relevant content that is both engaging and self-differentiating from the market and it’s competitors. Our response was to restrategize Harrah’s online and local presence into a personalized, lifestyle-minded destination that would be effortless for Harrah’s to support and maintain.
The success of its launch rested on digital channels and on-property communication, with limited support from traditional paid media. The brand awareness campaign would require a powerful central idea that could engage consumers and differentiate the amenities. This idea would drive all brand communications at touch points throughout the print and digital ecosystem. Here is where we started.
Tagline: WE ARE NOLA
Harrah’s is woven into New Orleans, it’s location in the heart of the city has streetcars rolling by, weekend parades in the casino, outdoor concerts and restaurants serving dishes steeped in the city’s rich culinary history. Many employees live walking distance to the hotel, local celebrity musicians frequent and play at the casino, Harrahs is New Orleans and New Orleans is Harrah’s. This lighthearted statement speaks to both the employees and customers, the promise that you are a guest, a local, a friend.
We created a fully integrated digital and media strategy focused with music at it core. Our plan spanned across digital, mobile, social, outdoor signage and partnerships with local brass musicians. Big Sam’s Funky Nation, Roderick Paulin and Sport’s Brass Band along with the Mardi Gras Indians Black Hatchet Tribe are the foundation of the creative. The experiences are captured featuring guest in authentic moments around New Orleans and the Harrahs hotel.
To highlight a unique benefit of Harrahs New Orlean’s from other Caesars Entertainment and Harrah’s properties, capturing the sounds, food and decor were key. The city is colorful, loud, alive and full of energy. A series of videos were created that featured various guest experiences and interaction.
Another goal was to create content that could be shared organically on social media channels to boost brand and campaign awareness while promote interaction with the campaign from prospective guests, featured musicians and hotel employees. Promoting the hashtag #WEARENOLA around the city at events, including jazz festivals and the new venue The Fillmore, marked a successful first step for Harrah’s experience-based data capture.
The campaign launched Memorial Weekend with a free concert on Canal Street and will coincide with Harrah’s 20th Anniversary. #WeAreNOLA
Learn More About This Project
Design Director: Gabriel Garcia
Designer: Kody M, Ramsay H, Izzy K.
Copy: Aaron M, Jennifer W
Account Executives: Princess, Dusty
Social Photographer: Michael R
Photography & Video: Naoto
Director of Photography: Giga Shane
Wardrobe: Ali McNally
Food Styist: Karry Hosford
Big Sam’s Funky Nation
Sport’s Brass Band
Mardi Gras Indians, Black Hatchet Tribe
Harrah’s Hotel & Casino