Resortist

Resortist

Resortist

Campaign Overview

Mandalay Bay Resort and Casino launched a nationwide branding campaign that seeks to claim its territory as the only true resort on the Las Vegas Strip. While many Las Vegas properties include the word resort in their moniker, not all deliver a resort-like experience or atmosphere. Mandalay Bay, with its extensive range of day-to-night experiences, exceptional customer service and superior setting, strikingly sets itself apart from competitors.

The rebranding effort features print, digital and several California-based location takeover activations to remind potential visitors that "You're not a tourist, you're a 'resortist,'" a word created especially for the campaign.

Noted fashion and commercial photographer Dewey Nicks shot the evocative images at the heart of the campaign. The images beautifully capture the 'resortist' spirit while also highlighting the property's wide range of activities. Each shot is postcard-perfect, displaying stylish-yet-casual vignettes of guests enjoying the property, bringing to life Mandalay Bay’s exceptional experiences.

"Sunrise Beach Couple" print page

YOU’RE NOT A TOURIST. YOU'RE A RESORTIST.
At the beginning of the Strip lies a true resort, 120 lush acres with a golden beach, sparkling wavepool and an array of daytime diversions. And nighttime indulgences that can take you well into morning. Resortists, welcome home.

"Food Flirt" print page

YOU’RE NOT A TOURIST. YOU'RE A RESORTIST.
Resortists want to savor it all. Which is why they're drawn to Mandalay Bay, a true resort at the beginning of the Strip. With its deliciously diverse restaurants and eight celebrity chefs, your tastebuds may never allow you to leave.

"Rat Pack" print page

YOU’RE NOT A TOURIST. YOU'RE A RESORTIST.
Resortists play by their own rules. Whether you want to kick back, or kick it up a notch, our 120-acre playground packs in enough daytime and nighttime diversions to satisfy even the most rambunctious reveler.

"Mixed Couple" print page

YOU’RE NOT A TOURIST. YOU'RE A RESORTIST.

Gazing at the skyline from Mix Lounge, you wonder if the word breathtaking could ever be put to better use. If you're a resortist, these stunning views are something you seek out. And something you’ll only find at this true resort on the Strip.

"Fireworks Couple" print page

YOU’RE NOT A TOURIST. YOU'RE A RESORTIST.
You have your own idea of entertainment. And our lush 120 acres, ideally positioned at the beginning of the Strip, are a resortist's perfect playground. If you want to be front-row center for all the excitement, stay at our resort. With so much to do, you might never want to leave.

Wrapped Trolley Cars

Campaign focuses on the western U.S. cities that generate the most Las Vegas tourism and features wrapped trolley cars in San Diego.