David&Goliath have created a new campaign for Monte Carlo Resort & Casino. It's trey sheek, man.
Monte Carlo’s Unpretentiously Luxurious campaign is a user-friendly guide to a Las Vegas resort where everyone can celebrate the true meaning of luxury. By contrasting sophisticated photography shot by renowned photographer Nadav Kander with interactive, word play headlines that pay homage to the property’s French Riviera roots, the campaign brings an approachable, irreverent sense of elegance to Monte Carlo.
Unpretentiously Luxurious completely rewrites the strategy of how to sell yourself as a luxury brand. It proves that in both good and bad economic times, people can afford to have a little fun and live extravagantly without spending extravagantly.
Product Name: Brand
Client: Monte Carlo Resort & Casino
Campaign Breaks: Mid June 2009
Name of Executions: Unpretentiously Luxurious
Where Running: LA Magazine, 944 Magazine, Chicago Magazine, Conde Nast Traveler, Food & Wine, Travel & Leisure & OOH in Los Angeles and Chicago (regional only)
Media Agency: MGM MIRAGE
Target Audience: “Savvy Luxury Experiencers”: this target seeks high-end experiences and service at a resort that makes them feel both special and welcome