Located in one of the most saturated markets for tribal gaming, Harrah’s Resort Southern California (HRSC) was in serious need of distinction. Following their multi-million dollar renovation, they chose 62ABOVE as their creative agency partner to help let everyone know things were funner here. Literally. We went ahead and really, actually changed the name of the area to Funner, California. And while the campaign got more than 50 million impressions, the idea became so much bigger than that. It became part of the destination.
After renaming the land itself, we brought the attitude to life through 360-degree brand marketing. Funner burst onto the scene in TV (including a Super Bowl spot!), radio, print, outdoor and social media with a series of dreamlike ads for a dreamlike destination. Oh, and a lot of purple. We had the mayors of Funner (none other than The Hoff and Rob Riggle) help spread the fun. And it stuck. From the HRSC staff to visitors, people can’t help but be a part of the good times in Funner, California.