Say goodbye to the old Palms Casino Resort in Las Vegas. It’s time for a new era, complete with US$620 million in hotel renovations and some seriously destructive behaviour.
A major marketing campaign, “From Dust to Gold,” highlights a new look and feel for the iconic Las Vegas establishment through a series of five online brand films, a 30-second local TV spot and over 90 out-of-home or outdoor placements.
With a tagline of “Destroy the old. Create the new,” the imagery is over-the-top and often confronting.
The Palms worked closely with advertising agency AKQA Portland & New York and director Paul Hunter on the project, which was designed to celebrate the massive renovations taking place. Academy Award-winning Swedish cinematographer Linus Sandgren and graffiti artist Revok also contributed to the campaign.
“With the kickoff of our ‘From Dust to Gold’ campaign, we are giving a nod to our heritage, showing off everything that is shiny and new, and providing you with a preview of the many incredible things to come at Palms,” said Jon Gray, general manager of Palms.
Renovations in the hotel include a host of new restaurants, a completely remodelled casino floor and a hotel-wide contemporary art program that opened in the hotel last week.
Watch the extended cut video here below.
MERIVALE GOES “BOTTOMS UP” GIVING SYDNEY SIDERS 49% OFF ALL DRINKS IN JUNE
All 37 Merivale bars and pubs across Sydney will be offering 49 percent off all drinks between 5-7pm for the entire month of June, in a bid to drive foot traffic as the weather cools.
From rare whiskies to beer, wine, champagne and even cocktail pitchers, the Bottoms Up discount will apply to any drink up to the value of $200.
“This is our small way of saying thank you to Sydney; we want to celebrate it and give our guests even more of a reason to get out, socialise and experience everything the city has to offer”.
Merivale partners Lion, Pernod Ricard Australia, Moet Hennessy Australia and Diageo will also introduce a series of special offers and experiences throughout the month.
Sources: Merivale, Bars & Clubs, Broadsheet, Concrete Playground, Daily Telegraph