THE ROW

OVERVIEW

THE ROW – comprised of Eldorado, Silver Legacy and Circus Circus – is a one-of-a-kind destination that spans six city blocks in the heart of downtown Reno, featuring luxury accommodations, dozens of restaurants, an award-winning spa, circus midway, brew pub, lavish showroom and much more. We have enjoyed our relationship with THE ROW since 2016.

STRATEGY

In 2018, we were tasked with naming and branding the tri-property experience in Reno. Back then, it was not called THE ROW and had no formal name to unify the properties. Working closely with the client, we brainstormed and researched names to create THE ROW, shaping a campaign that reimagined the tri-property experience as a single destination.

One key factor to THE ROW’s success is their commitment to Family Style Service. We next created a campaign that focused on key team members who helped convey the family experience and bring the artisanal and personalized touches that make the destination truly unique.

Key Takeaways

The rebranding of the tri-properties into THE ROW has been a huge success. The name has now become synonymous with the downtown properties and has helped elevate the destination as a unified experience unlike any other in the region. The “Family Service” campaign gave their social media a big boost, resulting in over 1.5 million impressions, over 50,000 engagements and over 2,000 link clicks across Facebook, Twitter and Instagram during the 3-month launch period.