(Click any gallery image for larger version.)
The El Cortez is Las Vegas' oldest continuously-operating casino, celebrating its 75th year in 2016. It's situated in the Fremont East district, otherwise known as Vegas' "Old Strip." Back in the Rat Pack era, the El Cortez was owned by Bugsy Siegel, and was a favorite hangout of some of the city's most colorful characters. Made men and their molls rubbed shoulders with the camera-ready Hollywood elite. Mystery, excitement, and maybe even danger were around every corner. The El Cortez keeps this classic Vegas spirit alive.
I was proud to help craft the branding and voice for Wayne Newton's Casa de Shenandoah. Casa is Wayne's palatial Las Vegas estate, sitting on more than 50 green acres. The property incorporates a museum, private jet, exotic animal menagerie, Arabian horse barn, and of course, Wayne Newton's private residence. When Wayne decided to open up his home and property for tour groups, I was only too happy to help "Mr. Las Vegas" share his legacy. Along the way, I was also asked to help promote Wayne's return to the strip, in his recurring shows at Bally's.
Wolfgang Puck is the original household-name celebrity chef. His vast empire encompasses everything from catering, to restaurants, to a television presence. I had the opportunity to produce copy for his company's advertising, social media, and public relations efforts. Chef Puck is a true professional, and reviews much of the work personally. So there's certainly plenty of motivation to ensure that every ingredient of these efforts comes together perfectly, creating a recipe built to the same high standards as anything he puts on a plate.
The Richard Petty Driving Experience represents an adventure like none other. Participants can get behind the wheel of a real stock car, and race flat-out, full-speed laps around a sanctioned NASCAR track...White-knuckling the whole way. Of course, pedal-to-metal stunt driving isn't for everyone. Which is why RPDE also offers "Ride-Along" packages where passengers are invited to get in, buckle up, and hold on as a professional puts the car through its paces. Either way, this is one attraction that's sure to hike your adrenaline levels. So the voice is all about SPEED.
When we took over promotional and Public Relations duties for the Pahrump Tourism Council, it had...Something of an image problem. However, since working a little magic, Pahrump has been reborn. Starting with the taglines, "60 Miles West, 180 Degrees Different," and "Your Base Camp to Adventure," Pahrump was successfully re-branded into the place escape-seekers go to experience RV parks, golf, wineries, hiking, off-roading, and even jetpacks. And it's worked beautifully. Tourism has nearly doubled since the campaign began, social media engagement is up 23,000%, and the website experienced a 95% traffic increase year over year.
The Regional Transportation Commission of Southern Nevada is more than just mass transit. RTC also helps plan construction efforts, lay out expansion thoroughfares, and assist environmental conservation efforts. During my time helping to concept and create their marketing, we launched new bus routes. Congratulated civic leaders. Started an internal newsletter. Raised awareness of the issue of bullying. And helped riders to stay safe and cool in the sweltering Mojave heat. My work on this account also won an American Advertising Federation Silver Addy Award.
The Hamilton Crowne Plaza is one of Washington D.C.'s premier hotel properties. During a recent rebrand, the management elected to adopt a tongue-in-cheek tone with their marketing. Ultimately, they decided to focus on the historical aspect of their property, as well as the noted playfulness of its founding-father namesake. This resulted in some opportunities to create some very irreverent pieces. The Hamilton's on-site restaurant 14K has shared in the fun. Additionally, I was the sole writer behind the hotel's long-form website content, which you can find by clicking the "Hamilton" logo above.
Ethel M is Nevada's premier luxury chocolatier. As the gourmet subsidiary of the fabled MARS corporation, Ethel M has been producing preservative-free, fresh-crafted chocolates since 1981...Though the family recipes they use date back much further. In addition to producing incredible confections, Ethel M also maintains a popular production facility tour, and on-site gift shop. And while it may not have been too difficult helping to sell a product that all but sells itself, it certainly was a good deal of fun. The free samples were nothing to sneeze at, either.
Colleen's Classic Consignment is an upscale home décor chain with three locations in the Las Vegas Metro. They were struggling with their social media engagement, and needed help reaching a broader audience. In crafting their strategy, I decided to focus on a two-pronged approach. One - That Colleen's "gently-used" furniture was acquired only by persnickety appraisers, who only elected to bring in unique pieces of high value. And, two - That the nature of the business meant an ever-rotating inventory...Necessitating fast action on the customer's part to snag the most unique inventory items for themselves. It worked beautifully.
During my tenure as Lead Copywriter at Braintrust,
I had the opportunity to work on crafting the voice for a wide range of luxury, entertainment, government, gaming, attraction, restaurant, and hospitality clients.
Here are a few more miscellaneous pieces from clients whose accounts I particularly enjoyed working with.
El Cortez - "Loose Slots & Jackpots"
El Cortez - "Great Giveaways"
I always enjoy working on television and radio spots, and I've been lucky enough to have helped in creating some fun pieces in this arena. Here are a few examples.
Pahrump Tourism - "Balloon Festival"
Las Ventanas - "A Day In The Life"
Pahrump Tourism - "Fall Festival"
Las Ventanas - "Characters"
Pahrump Tourism - "Grape Stomp"
Cadence - "Splash Pad"
Page 2 includes examples of freelance work, in-house projects, catalog, and my award-winning sales videos. Click here! -->