Engineering a grand entrance to the party downtown...
Three years after opening Downtown Las Vegas’ most contemporary and forward-thinking hotel and casino destination, the team at Downtown Grand were left re-thinking their strategy and trying to determine what their brand position was, and how it was resonating with the new Downtown Las Vegas tourist and local.
JWA was retained as a full-service partner to over-haul the brand strategy and develop new tactics and concepts for all publicity, marketing, creative, entertainment and experiential events for the destination property. This includes:
Live Entertainment Bookings – 3 venues: Freedom Beat, Citrus, Casino
Advertising Oversight – developing all ad campaigns for all property restaurants, resort and events (creative and strategy - local and out of market)
Brand Partnership Oversight (Life is Beautiful)
Digital Agency Direction
Events & Programming (i.e. Culinary Road Trip, 3rd Thursday on Third, Old School By The Pool, New Year’s Eve)
For over two years now, the agency remains the driving force of all marketing, creative and publicity initiatives and campaigns.
Partnerships & Placemaking
LIFE IS BEAUTIFUL
For one September weekend each year, Downtown Las Vegas is consumed by the music and art of Life is Beautiful. The music festivals draws major brands, top talents, and hundreds of thousands of attendees.
JWA guided a partnership with producers that initiated Downtown Grand as a festival HQ, resulting in major exposure and revenue gains across the property. Major components:
• Live Concerts at Citrus Pool Deck
• Exclusive Room Packages
• On-site Box Office
• Promotion across all LIB digital assets
Eats and beats. Grub and grooves. Craft pours and encores. Introducing Freedom Beat, Downtown Grand's all-day modern roadhouse diner where food is the new rock.
With a rising chef, a menu that played up regional favorites, and a rockstar dining experience, JWA tuned up a campaign that amplified the opening narrative in Las Vegas and beyond.
Block Parties & Events
THIRD THURSDAY ON 3RD
3rd Street is a corridor of dining and entertainment connecting Downtown Grand to Fremont Street. Owned by the hotel with rights to take it over for special events, JWA looked to create a monthly Downtown event to pull crowds to the front door of the hotel.
The resulting concept is Third Thursday on 3rd, a food truck festival featuring live graffiti art showdowns and various activations that continues to draw a bigger audience each month.