Borgata Hotel Casino and Spa

The largest and top-grossing casino in Atlantic City, Borgata Hotel & Casino has been the premier travel destination since its opening in 2003. With the addition of new flagship restaurants by celebrity chefs including Bobby Flay of Bobby Flay Steak, Michael Mina of SEABLUE, Wolfgang Puck of Wolfgang Puck American Grille, Susanna Foo of Suilan by Susanna Foo, Luke Palladino of Specchio and Ombra, Romeo DiBona of Old Homestead Steakhouse to their $1.1 billion establishment, it was perfect timing for a brand refresh. The objective was to build a connection with a younger audience primarily from neighbouring New York City, without alienating its established audience.

Award:  Graphis International Annual

keywords: advertising | store concept | environmental design | photography | leisure | entertainment | travel | restaurant

The campaign veered away from familiar food photography often used in restaurant advertisement, instead, focused on an interpretation of Borgata’s unique offering and positioning. An ambitious campaign was launched to bring Borgata to its youthful glory. Stylish and sophisticated, each restaurant showcased a fashion spread that reflected its cuisine heritage, place and history, yet remained cohesive with the “Borgata essence”. The campaign ran as seven consecutive spreads in the New York Times, and other national print magazines. The success was heightened with free PR coverage nationally and established Borgata as the trendiest destination in Atlantic City, once again.

For their newest luxury retail store, Whim, we created a brand experience that evoked intimacy and discovery from the moment guests stepped inside. “Slick, modern finish” with gold and silver adorned its interiors, signage, gift cards and boxes–every detail was nothing less but spectacular and delightful.