Caesars Entertainment needs no introduction as the world's most geographically diversified casino-entertainment franchise. Asian Americans have consistently been among the most profitable and loyal of all American consumer segments for Caesars brands, bringing forth efforts to develop Asian gaming rooms and entertainment.
Gravity further built on this through a branded Caesars campaign focusing on a key driver for the Asian market: luxury experience.
Caesars, the most geographically diversified casino entertainment franchise was experiencing a steady decline in revenue. They wanted to increase travel inquiries, room bookings, property visits and website traffic to their flagship properties in Las Vegas during a difficult period of economic downturn.
With a typically higher household income than the General Market, the Asian consumers made up 3% of the guests, but contributed over 10% of the revenue to casinos. They had consistently been one of Caesar’s most profitable and loyal consumer segments, and were more likely to spend on quality products and special services.
Since the returns from gaming had been steadily declining, and earnings from entertainment and other services were on the rise, we developed an advertising platform that elevated the luxury experience. We promoted the endless options for the guests such as the Asian food and cultural entertainment. The creative featuring Caesars amenities was also used in China where promoting gambling is still illegal.
Our work comprised of a series of branded multicultural ad executions, titled “Resplendence.”
We focused the creative on dining, entertainment and hotel amenities from several select properties, and ensured the message resonated through the use of cultural nuances and cues recognized by Asian cultures as symbols of excitement, luxury and beauty.
The brand’s first national Asian-language television spots as well as a strong digital effort supported the integrated campaign across top Asian platforms.
The integrated campaign was supported by the brand’s first national Asian-language television spots as well as a strong digital effort across top Asian platforms, planned and executed by Gravity.
Asian-attributed room bookings increased as did Asian visits to Caesars’ Las Vegas properties.
Asian visitors increased by 6% and revenue increased by 3% as compared to the prior year.