WE ARE NOLA: A Brand Built on City Energy

SUMMARY
In the travel sector, especially within the highly competitive New Orleans tourism market, it is essential to present guests with culturally relevant content that is both engaging and clearly differentiated. Our response was to reposition Harrah’s online and on-property presence as a personalized, lifestyle-driven destination that is easy for the brand to support and maintain.

SOLUTION
The success of the launch relied on digital channels and on-property communication, with limited support from traditional paid media. The brand awareness campaign required a strong central idea to engage consumers and distinguish the property’s amenities. This idea would guide all brand communications across print and digital touchpoints.

Here is where we began.

Tagline: WE ARE NOLA

Harrah’s is woven into the fabric of New Orleans. Located in the heart of the city, it sits alongside passing streetcars, weekend parades, outdoor concerts, and restaurants rooted in the city’s rich culinary history. Many employees live within walking distance, and local musicians regularly perform on property. Harrah’s is New Orleans, and New Orleans is Harrah’s.

This statement speaks to both employees and guests, reinforcing a simple idea. You are not just a visitor. You are a local, a regular, a friend.

We created a fully integrated digital and media strategy with music at its core. The plan spanned digital, mobile, social, outdoor signage, and partnerships with local brass musicians.

Big Sam’s Funky Nation, Roderick Paulin, Sporty’s Brass Band, and the Mardi Gras Indians Black Hatchet Tribe form the foundation of the creative.

These experiences are captured through authentic moments, featuring guests immersed in New Orleans and the Harrah’s experience.

To highlight what sets Harrah’s New Orleans apart from other Caesars Entertainment and Harrah’s properties, we focused on capturing the sounds, food, and decor that define the experience. The city is colorful, loud, and full of energy.

A series of videos brought this to life, featuring real guest experiences and authentic interactions.

Another goal was to create content designed for organic sharing across social channels, boosting brand and campaign awareness while encouraging interaction from prospective guests, featured musicians, and hotel employees.

Promoting the hashtag #WEARENOLA throughout the city at events, including jazz festivals and the new venue The Fillmore, marked a strong first step in capturing experience-based data for Harrah’s.

The campaign launched over Memorial Day weekend with a free concert on Canal Street, coinciding with Harrah’s 20th anniversary. #WeAreNOLA

American Advertising Federation Award
2020 Bronze ADDY, Cross-Platform Integrated Brand Content Campaign

Partners:
Design Director: Gabriel Garcia
Designer: Kody M, Izzy K.
Copy: Aaron M, Jennifer W
Account Executives: Princess, Dusty
Social Photographer: Michael R  
Photography & Video: Naoto Ono
Director: Naoto Ono
Director of Photography: Giga Shane
Photo Assist/Tech: Jessica Blaine
Assistant Camera: Tyler Laperouse
Grip/Lighting: Abraham Felix | Josef Hensgens
Wardrobe: Ali McNally
Food Stylist: Karry Hosford
HMU: Michelle Cardoza
HMU Assistants: Desiree Adams | Jacob Vincent | Brittani Aucoin | Ali Brook Fontenot
Talent: Arayna Eison | Cydney Moreau | Fawn Iakua | Paul Flanagan II | Brett Buckelew | Walker Lasiter | Nathan Marlow

Musicians:
Big Sam’s Funky Nation
Sport’s Brass Band
Roderick Paulin
Mardi Gras Indians, Black Hatchet Tribe

Locations:
Royal Sonesta
Canal Street
French Quarter
Bourbon Street
Harrah’s Hotel & Casino