Grand Sierra Resort

OVERVIEW

Grand Sierra Resort features nearly 2,000 hotel rooms and suites and the largest casino floor in northern Nevada. The resort offers some of the best entertainment and nightlife in Reno. We were full-service partners with Grand Sierra Resort from 2012-2016. Our relationship remains strong with GSR and we continue to provide media planning and buying services for them today.

In 2014, Grand Sierra was in the midst of a major renovation to its property, including improvements to the rooms, casino floor, spa, wedding chapel and nightclub. We were challenged to develop their brand with a goal of widening their audience to attract a younger generation of gamers and visitors.

STRATEGY

Inspired by the cool, upscale aesthetics, we created a contemporary campaign that communicated the “Grand” experience. Elements included everything from new TV spots to an outdoor campaign, new website, photography, full digital campaign, in-room video, collateral, radio/streaming and direct mail, among others.

Following the success of these branding efforts, we then worked on relaunching their newly renovated Grand Theatre, as well as a big push to promote their restaurants and new Club Grand players club.

Key Takeaways

Collectively these branding efforts strongly positioned Grand Sierra as one of the region’s premier resorts for a new generation of travelers. To adhere to budget constraints, we helped analyze players’ club data to select individual cable zones. Connected TV campaigns were also placed to supplement the traditional buys, increase frequency and reach the new generation of customers.