Harrah's Cherokee - VP of Party

Our Hero Takes the Party Up a Notch

Branding \\ Print \\ Digital \\ Social

A few years ago, 62ABOVE helped Harrah’s Cherokee Casinos launch the “Put On Your Party Hat” campaign. And the party is still rolling today. In fact, the campaign has become woven into the brand—and even the property experience itself. With a few new casinos opening up in the region, it was time to evolve the campaign and solidify Harrah’s Cherokee as the #1 gaming and entertainment destination around. The question was: how do you level up a party that’s already next-level? Answer: you bring in the big guns. And by that … we mean the VP of Party.

A Familiar Face. A Whole New Character.

We needed to take the “Party Hat” campaign (which we had developed a few years ago) up a notch and bring a new level of excitement, significance, and credibility to the destination. So, we decided to create a character that could embody the party. We turned David Koechner, known for his roles in The Office and Anchorman, into the VP of Party: a Harrah’s Cherokee executive dedicated to elevating people’s good times. By creating a new persona, we were able to give him (and the brand) a voice that’s unique, irreverent and memorable. The character came to life through tons of video, plus digital and social media marketing, broadcast and out of home advertising and more. But we didn’t stop there. In fact, the campaign extensions are endless. Guests are able to take photos at the VP of Party’s desk on property. He shows up on in-casino wayfinding and other signage. There’s VP of Party merchandise and business collateral. There are even experiences that are now certified “VPP-approved.” Simply put, there’s a new boss in town—and he’s leading the brand to fun new places.