Tasked with a complete rebrand, we turned to focus groups to reveal the true impetus for visiting Harrah's. While most would assume that gaming is the main driving force, our focus groups revealed that many guests view Harrah's as a chance to let their guard down and "play" as many put it. With so many different amenities and attractions, many unique to certain Harrah's locations, guests viewed Harrah's as their own personal playground to escape from their everyday lives.
"Come Out & Play" was born.
Television and print was used to enforce this notion of play, showing normal people channeling their playful side throughout Harrah's different offerings.