Delano Las Vegas

Situation:

We were tasked with extending the iconic boutique hotel brand, originally developed in South Beach, Miami by Ian Schrager and Phillipe Starck, to Las Vegas. Just one problem—Las Vegas was saturated with luxury hotels. We needed to find a way to adapt Delano to Las Vegas and differentiate ourselves.

Insights:

Our Delano target was upscale, savvy, well-travelled, seeking discovery, and confident in their identities.

They felt that luxury hotels in Las Vegas (including some of our recently-launched competitors) failed to deliver what they were seeking—a more intimate, exclusive experience, design with a sense of authenticity, and a more creative, discerning, self-assured crowd. 

We realized there was an opportunity to create a luxury experience based on discernment and taste vs. size of wallet, spectacle or social status.

Strategy: Delano Las Vegas is bringing taste to Las Vegas. 

With its insider feel, authenticity and heritage as an original, and connections from international to local leading-edge culture, Delano offers a new kind of cachet.

Creative Platform: “Defiantly Inspired”

We conducted research to understand how to bring this to life. We heard that respondents projected the hotel experience through the advertising, and that imagery that was more abstract, mysterious, and sophisticated was more appealing and influenced a feeling of exclusivity and a higher price point.

 We extended this strategy to hotel experience, treating the hotel as more of curator or media channel to bring insider access and experiences to our guests, while guiding them along the way to understand what makes these offerings unique and special.