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A new generation of Vegas travelers inspired to dream. 

Today’s travelers expect more. Upscale amenities. The latest attractions. Seamless, tailored experiences. Despite continually updating its offerings, The Mirage Hotel & Casino just couldn’t shed its reputation as your grandparents’ version of Vegas. To attract modern visitors demanding to be impressed, the original icon of The Strip needed to reinvent itself. 

EFM rebranded The Mirage around attainable aspiration and invited audiences to Dream With Your Eyes Open™. As agency of record, we set a new standard for the brand–creatively and strategically. Then, we brought it all to life. Digital activations, dynamic landing pages, on-site signage, and more. All made to evoke the property’s sense of wonder and promise of the unexpected. 

For the first time in over a decade, The Mirage could inspire potential guests to imagine their own personal Las Vegas paradise. 

 

 
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Customer & Market Intelligence

Persona Development

Campaign Development

Messaging & Content Strategy

Retail Harmony

Store-in-store Design

Print Creative

Digital Assets


 
 
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A journey-first approach to dynamic storytelling 

What good is a makeover if you’re not turning the right heads? Millennial, Gen-X, and Boomer travelers. These were the segments we were after. Armed with detailed personas, we mapped out the decision-making process for each audience, layering in key drivers along the path from awareness, to consideration, and ultimately, conversion. 

Starting from the consumer journey allowed us to develop a smarter, multi-channel media strategy, complete with targeted offers and personalized content delivered at just the right time and place to influence booking decisions. 

 
 
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Building a new identity on a solid foundation 

For a brand aiming to set itself apart, stock assets were not an option. Especially, when you’re a Las Vegas mega-resort home to sparkling pools, five-star restaurants, and a secret garden full of exotic wildlife. Our team built an extensive asset library of lifestyle, food, and architectural photography and video, with an eye toward cutting redundancies, finding efficiencies, and supporting the many stories waiting to be told. 

 
 
 
 

Driving momentum behind the scenes 

Premiering the new brand for The Mirage was just the beginning. To ensure our efforts moved the needle, we launched engagement campaigns that pointed to dynamic audience-specific landing pages, measured performance metrics across segments, and re-targeted users via media, search, and email to drive bookings.  

Our launch also included tools and incentives for internal audiences–from videos, to gamified campaigns, and esprit de corps rallies. Because for the new brand to truly take hold, buy-in would be needed from the people who embody The Mirage in everything they do, every day. 

 
 
 

Results


28%
Increase in
revenue YOY

42%
Increase in Average
Daily Rate YOY

66% 
Increase in online
room conversions YOY

231%
Lift in booking intent
(within 6 months) 

 

153%
ROI for Paid Search
(non-branded terms only)

 
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