Gila River Resorts & Casinos has launched an updated version of its long-running “You Do You” brand campaign, aiming to attract a younger demographic while maintaining its growth trajectory. In cooperation with O.H. Partners, the brand has introduced a fresh concept featuring personalized animated art and a diverse cast to connect with the new audience.
The campaign emphasizes the value of inclusivity and encourages individuals to be themselves and embrace their uniqueness. The integrated effort encompasses various channels, including multi-channel video spots, paid social media, organic social media, out-of-home advertising (OOH), print, radio, and property signage.
The video spots showcase guests enjoying the luxury and Las Vegas-style amenities offered by Gila River, with a central focus on the “You Do You” theme. The campaign is intended to act as both an invitation for consumers and a declaration of the brand’s identity. It features an upbeat vibe and incorporates “playful graphics” that highlight Gila River’s distinct qualities.
Dominic Orozco, President & CMO of Gila River Resorts & Casinos, expressed the company’s enthusiasm for expanding its enterprise with the opening of Santan Mountain Casino and launching this new campaign at this time of growth.
Dominic Orozco, President & CMO of Gila River Resorts & Casinos
He stated: “It was only natural to elevate our brand campaign to connect to a wider audience. To continue this growth to further support the community, we challenged O.H. to help us evolve our brand campaign to attract new guests and they rose to the occasion and executed a flawless campaign.”
Tim Washburn, CCO of O.H. Partners, further explained the campaign’s goals, stating: “This campaign needed to demonstrate the rich social experiences people can have on the property, and it had to scream inclusivity.”
“Animation allowed us to accomplish both. The campaign celebrates the uniqueness of our characters and separates our spot from the other casino campaigns out there,” Washburn added.