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 elevated the property’s sense of wonder and promise of the unexpected across on-site activations, digital initiatives, and more.
For the first time in over a decade, The Mirage would inspire potential guests to imagine their own personal Las Vegas paradise.
Customer & Market Intelligence
Messaging & Content Strategy