Virgin Hotels Las Vegas
Redefining a Global Brand In a New Market
When you launch a hotel in Las Vegas, you gotta go big. And when you’re a brand as iconic as Virgin, you need to create a campaign that’s as monumental as you are. So that’s precisely what we set out to do to drumroll Virgin Hotels Las Vegas.
Expand DetailsCHALLENGE
Swinging Into Sin City
Las Vegas is undoubtedly one of the most saturated advertising markets in the country. So the task was to introduce Virgin Hotels Las Vegas to the city in a way that outshined everyone else–while appealing to visitors and locals alike.
STRATEGY
An Experience for Everyone
We needed to break through the “red rope barrier” Gen Z and Millennials associate with the city and create a more inclusive experience. With this in mind, we evoked the spirit of festival road trip culture to position Virgin Hotels Las Vegas as an unconventional place where people can let their hair down and be themselves.
SOLUTION
Celebrating with the Ultimate Crew
We conjured up an idea: Mad Max meets a celebration of everything great in life. Our high-energy, multi-phased campaign, “Us. Unstoppable” portrays a motley crew of visitors as a charismatic, diverse, and energetic entourage on their way to break through the Las Vegas glitz.
Creative Platform
All Individualities Welcome
“Us. Unstoppable.” is a rallying cry for you to unleash your full self and to come as you are. This is an open invitation that Virgin Hotels Las Vegas is not the Vegas of yesteryear. The launch film shows a diverse and inclusive range of characters and free spirits, living out loud their most authentic lives. It’s a celebration of individuality and a provocative statement that the Virgin Hotels Las Vegas is not business and pleasure as usual.
PRE-OPENING
PRE-OPENING PHOTOGRAPHY
OPENING
OPENING PHOTOGRAPHY
GRAND OPENING EVENT
Creating a Big Bang Off the Strip
The stars came out to play to open Virgin Hotels Las Vegas with a memorable kick off. Virgin founder Sir Richard Branson kicked off the proceedings with a champagne toast along with hotel officials and the governor of Nevada. Superstar entertainment featuring Christina Aguilera and Mix Master Mike lended their crowd pumping, unstoppable vibes. The “Unstoppable Weekend” marked a glorious re-opening of Las Vegas with the grand opening of the newest icon, Virgin Hotels Las Vegas.
POST OPENING
DINING
Located in an extremely saturated market, Virgin was looking to draw crowds to their six flagship restaurants. Using a “food unites us” platform where we highlighted dining as an experience, we developed a campaign that made Virgin top-of-mind for diners looking for an upscale option.
Élia Beach Club
A Mykonos-themed adults-only day club, Élia’s more refined vibe differentiated it from other day clubs on and around the Strip—we told Élia’s story through a brand campaign in addition to designing themed assets for guest entertainers.
ONE Steakhouse
One of many steakhouses in Las Vegas, ONE Steakhouse was looking for a way to stand out. We made the food the star, showcasing their mouthwatering menu and marketing ONE as a premiere steakhouse.
"I had the distinct pleasure of working with O.H. Partners as my creative and national media agency of record. O.H. was instrumental in the successful rebrand and repositioning of Hard Rock Hotel & Casino to Virgin Hotels Las Vegas. Their level of professionalism paired with their world-class creative and production services was unlike any agency I have previously worked with. I strongly recommend O.H. Partners for your agency needs."
Chad Brown
former CMO, Virgin Hotels Las Vegas
JC Hospitality LLC