FUNNER, CA / LAUNCH
PROJECT ROLE
CREATIVE DIRECTION, ON-SET DIRECTION, DESIGN
RENAMING AN ENTIRE CALIFORNIA TERRITORY
NAMING
TOWN DEVELOPMENT
CREATIVE STRATEGY
CAMPAIGN DEVELOPMENT
EXPERIENCE
challenge
Harrah’s Resort Southern California has always been a destination more fun than others. But it wasn’t good enough just to tout amenities and run promotions. While I wish I could write that this had a brief attached to it, I can’t. This started as an OOH assignment, working off our strategy of Fun Made Funner. We said what the hell… what if we just renamed the whole territory Funner, CA?
approach
After many, many meetings and jumping through hoops, we renamed the entire territory HRSC was built on. That’s how Funner, California was born. We put it on the map, literally. Seriously, Google it. To make people understand something enticing about this new place before they ever set foot on property, we generated instant awareness in compelling ways. Like any town, we started by electing a Mayor. A city called Funner starts with a mayor who’s true to its name. David Hasselhoff brought his legendary pop culture status and larger than life charm as the first official mayor.
USING REAL CUSTOMER REVIEWS IN FUNNER WAYS
Every aspect of the work had a “Funner filter.” It was always about taking something ordinary and making extraordinary. Leveraging the guest experience, we took real customer reviews and interpreted them in “Funner” ways. Through traditional channels, we broke through the clutter of everyday destination advertising.
DRIVING TRAFFIC TO A NEW DESTINATION
To round out our communication, we created a look and feel that was a little business in the front, party in the back. Nothing was overly serious. Nothing fancy. It was more about WTF messaging to create a desire to learn more, and to find out for yourself if this place was even real.
