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.
We immediately loved the idea of creating a character that could embody the “Party Hat” campaign … but we knew a lot of its success would come down to finding the right actor. It needed to be someone high-energy, yet relatable. Someone with a big personality, yet a welcoming one. Someone who’s famous, yet friendly. Someone who is a lot like David Koechner. Known for his roles on The Office and Anchorman, David was the life of the party that this party needed.
We turned David into the VP of Party: a Harrah’s Cherokee executive dedicated to elevating people’s good times. And the goal, of course, was to elevate the campaign and bring a new level of excitement, significance, and credibility to the destination. Well, mission accomplished. It started with David’s star power. Then, 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. 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.