BEHIND THE SCENES
Strategy. Creative Concepts. Voice & Tone Logo. Photography.
Harrah’s Gulf Coast launched the “Always Harrahs” campaign a few months prior, it was very successful. It leveraged their brand promise of great customer service as over a 100 of their employees had 25 year or more experience at the property. Guest and employees knew each others first and last names, birthdays, and favorite things. Harrah’s New Orleans was looking for a campaign that fit them, their market, their customer, their brand promise. Harrah’s New Orleans is a destination with heritage, music, food and life.
Every project begins with a detailed brief that contains the project goals, budget, data, regional information, and launch dates. Once the creative team was assembled the brainstorm sessions begin. We start with brain writing, word-association, or mind mapping. Lots of stickies, words and ideas. Grouping, combining or expanding on these ideas is paired with visuals. Stacks of magazines, prints, photos and inspiration are paired with the words. This exercise combines the words with visuals. Then, music and sounds are added, feelings, emotions and personal perceptions are included. This is where the tone, voice and narrative is usually added.
Finally the question is asked. Which one are you and why? The concept that is bold, colorful, vibrant and inviting or modern, clean simple, direct or is the the version that tells a story, narrative, aspirational and dreamy your story. Designers and writers select the version that best aligns with them and the first rounds of concepts begin.
Concept 1
PLAYTIME
You experience a unique journey every time you come to New Orleans. Your journey starts with Harrah’s New Orleans. We capture an authentic moment and time in that journey. A snapshot of that perfect “moment”. Live, let loose, relax and unwind.
Concept 2
WHAT PLAY (LOOKS) LIKE
Images from around the city show visitors celebrating the joy of life by partaking in signature Big Easy experiences, communicating that Harrah’s is an integral part of the fun found in America’s most Interesting city. Words would interchange to match the visual story, Play, Sounds, Tastes.
Concept 3
PLAY STARTS HERE
Concept 3b
WE ARE NOLA
Harrah’s is woven into New Orleans as much as the city is intertwined with us. Our location in the heart of the city has streetcars rolling by, weekend parades in the casino, an outdoor gaming courtyard, authentic restaurants serving dishes steeped in the city’s rich culinary history.
The Play Starts here logo and tagline was created to compliment the Harrah’s brand message “Come Out And Play”. Changing the tagline from “Play Starts Here” to “We Are NOLA” shifts the focus from Harrah’s to the city of New Orleans strengthening the connection between the brand and the city. The iconic fleur-de-lis was integrated with the logo to visually tie it to New Orleans.
Attracting the New Orleans tourist that Harrah’s wanted to reach demands photography that is relevant, authentic and engaging.
Selecting the photographer/videographer that best aligns with the project is key. Budget, timelines, usage rights, talent, musicians, photos and shot locations can be negotiated and discussed. This is done in tandem to the project revisions and approvals. We narrowed it down and Naoto was the Studio’s recommendation.
Photography Execution Deck
• Photo Direction • Schedule • Team • Location Details • Talent • Musicians • Rental and Permits • Wardrobe • Day to Day • Food Styling • Props • Contacts
