Mandalay Bay Resort and Casino in Las Vegas is expanding its branding campaign by showcasing the property's new collection of world-class amenities, including Michael Jackson ONE™ by Cirque du Soleil®, LIGHT Nightclub, the only nightclub in the world turned on by Cirque du Soleil, DAYLIGHT Beach Club, a daytime DJ club experience enhancing the resort's already impressive beach venues and several new celebrity chef restaurants, including Kumi Japanese Restaurant & Bar by award-winning chef Akira Back.
The strategy of the campaign created by RPA, Mandalay Bay's agency of record, is to further differentiate the resort by injecting the advertising executions with new electricity in a welcoming way befitting of a 120-acre resort. Building upon the "Resortist" branding, the ads feature the point of view of a guest walking into the scene as an array of models make eye contact, drawing the viewer into the enticing environment.
The photography by Steven Lippman, former competitive surfer and skateboarder turned commercial photographer/director, elevates the resort experience by emphasizing Mandalay Bay's reputation as a true destination resort while capturing the energy that appeals to prospective new guests.
[rpa-image url="http://t.rpahosting.com/content/fresh-produce/mandalaybay-resortist/5336ZP31_40112Kumi8.jpg" ]
[rpa-image url="http://t.rpahosting.com/content/fresh-produce/mandalaybay-resortist/5336UM7S_40112A1Beachadreleas.jpg" ]