Fallon’s “Just the Right Amount of Wrong” campaign for The Cosmopolitan of Las Vegas won a Gold 2011 Jay Chiat Award for Strategic Excellence in the “Campaign for a New Brand” category. These awards are presented in recognition of planners who have developed strong and innovative insights and whose work has evolved to creative efforts that affect both the consumer and the business.
John King, Chief Communications Officer, shared the story behind the strategy and creative at the 4A’s Strategy Festival in New York City on October 14. He explained how Fallon was tasked by the clients with building the brand of this unknown, independent luxury hotel during a depressed economy and a downturn in leisure travel. Fallon isolated a new segment of luxury travelers that we named the Curious Class and connected with them using the line: “Just the Right Amount of Wrong.” On December 15, 2010, The Cosmopolitan of Las Vegas opened its doors. Goals of maintaining luxury-level rates, top occupancy levels, and strong awareness were achieved after just six months—earlier than the original goal of one year—and continue to date.
To view the winning paper, click the link below: