North Carolina’s Harrah’s Cherokee Casino Resort was already entertainment central. It had two distinct properties which, combined, offered more than 2,000 rooms, 200,000 square feet of Vegas-level gaming, 4,000 slot machines, top-notch dining (including new celeb chef spots opening soon), tons of meeting and convention space, and more. Not to mention awesome expansions in the works. The problem? People didn’t know much about the properties. With two rival casinos opening nearby soon, it was time for Harrah’s Cherokee to make it clear where the party was at. Enter: the “Put on Your Party Hat” campaign.
First, we went big on research for Harrah’s Cherokee Casino Resort. After 30+ hours of interviews, 19,000 questionnaire responses, and countless site visits, 62ABOVE found that Harrah’s Cherokee Casino Resort had a way of bringing out the party in people—transforming them into the most vibrant versions of themselves. This led to a new brand campaign: “Put on Your Party Hat.” The creative spanned traditional channels (including TV, radio, print, out-of-home, and more) as well as digital and social media marketing efforts. It used the iconic brand purple to showcase all the ways—from gaming and fine dining to golfing and pool lounging—that Harrah’s Cherokee Casino Resort unlocks your wild side.