brand rollout | sales campaign | preview events
As Managing Partner at SmartBrand, I led the development of the branding, advertising, and sales campaign for the hotel-condominium offering at Grand Sierra Resort & Casino in Reno, Nevada. The Reno Hilton had become the Grand Sierra Resort, with a new identity built around a calligraphic GSR monogram paired with a GRAND SIERRA wordmark. We carried that mark across the brand rollout and the campaign, and most of the work features the GSR monogram.
The campaign was designed to introduce a new real estate ownership opportunity to prospective buyers throughout Northern California, positioning Grand Sierra Resort as both a destination resort and a new ownership opportunity.
Our integrated marketing effort included brand development, creative direction, advertising (print ads such as “opulent in every detail. adventurous in every way.” and banners such as “luxury. life. style.”), sales materials, and a series of exclusive preview events in San Jose, Walnut Creek, Oakland, and San Francisco. These events brought the offering directly to targeted buyers, building awareness, generating qualified prospects, and creating opportunities for personal engagement with the sales team.
The campaign generated $33.7 million in hotel-condominium sales, demonstrating the effectiveness of combining strategic positioning, targeted advertising, and face-to-face sales experiences. The GSR monogram stood 42 feet tall on the tower.
Tower photos: Around Carson (aroundcarson.com).