HOSPITALITY
HARD ROCK HOTEL & CASINO ATLANTIC CITY
Starting a new era in an iconic city
Creative Strategy • Naming • Logo Design • 360 Advertising campaign • Social Media • Media Buying
If you’ve been following the headlines over the years, you would be forgiven for thinking Atlantic City’s heyday is long gone. But tell that to the locals. Those who stand by their community through thick and thin because they see Atlantic City for what it really is—an incredible place with a rich history, great food, beaches, world class entertainment and so much more. Through their resilience, Atlantic City has been able to face down the odds and defy every headline. The legendary city hasn’t gone anywhere. It’s just been getting ready for the spotlight.
Enter Hard Rock Hotel and Casino Atlantic City. Announcing a summer ’18 opening date after completing more than $500 million in renovations, the arrival of the iconic hotel and entertainment destination marked a new era for the city, reenergizing the community and putting it back on visitors’ radars.
SETTING THE TONE WITH AN AUTHENTIC CAMPAIGN MESSAGE
When we started thinking about how we wanted to position the new Hard Rock casino, we quickly agreed that our campaign should reflect not just the identity of the brand, but also the strength and spirit of Atlantic City and its people. We wanted to create a message that Hard Rock, Atlantic City and locals could be proud of. And as we continued to ideate, we realized that one characteristic united them all: a spirit of defiance. For the brand, defiance shows the spirit of Rock and Roll. For the city and its people, defiance has kept them pushing forward all these years. Thus, BORN TO DEFY became the campaign message.
THE BORN TO DEFY CAMPAIGN
Inspired by people who don’t listen to excuses, the rebellious spirit of musicians and a city that never gives up, BORN TO DEFY is more than a marketing message. It’s a rally cry for all of those who aren’t afraid to face down the odds. With a 360 media that included TV, radio, outdoor, digital, social and more, we spread the message to millions of eyes.
TELEVISION COMMERCIAL
Backed by the anthemic song “On My Way” by Vintage Twin, the BORN TO DEFY TV commercial celebrates the spirit of Atlantic City and those who defy conventions by asking the question, “How Do You Defy?” Featuring people of all ages and from all walks of life, the spot embraces Hard Rock’s famous “Love All. Serve All.” philosophy.
ON THE BOARDWALK
With the casino facing Atlantic City’s famous boardwalk, we wrapped trams and lifeguard boats with an original BORN TO DEFY branded collage to mark our presence and beautify the scene.
OUTDOOR
From billboards to taxi toppers to subway posters, we created engaging BORN TO DEFY ads that were tailored to their placement.
AT THE PROPERTY
Beyond creating a launch campaign and handling all media responsibilities, we were also tasked with branding several locations inside the property. This included restaurants, a theater and a nightclub. We named and created logos the following: Sòng, an upscale Asian restaurant; YOUYU, a hand-pulled noodle bar; Sound Waves, a 2,200 seat theater; and Howie Mandel’s Comedy Club. Plus, we also named DAER, the property’s premier nightclub.
A SUCCESSFUL LAUNCH
Creating over 2,000 jobs during construction and employing over 3,800 people, the property has revitalized a community and helped Atlantic City enter a new era. An incredible amount of effort went into getting everything in order in time for the opening. And in the end, it all paid off. During the ceremonial guitar smash—the brand’s version of a ribbon cutting ceremony—thousands of people and members of the media showed up to commemorate the opening.
