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t h e   c o s m o p o l i t a n   o f   l a s   v e g a s 

The Cosmopolitan of Las Vegas Ad

brand development + launch + strategy + experience design

The Cosmopolitan of Las Vegas is a unique luxury resort offering a decidedly different perspective, situated in the heart of The Strip. Launched in December 2010, The Cosmopolitan brand redefined luxury, and offered spirited and vibrant experiences to guests. Developing a brand from the ground up, allowed for ultimate creativity, distinction and high touch experiences for guests throughout their customer journey. 


Looking through the sea of sameness, a white space within the market emerged and the Cosmopolitan brand filled that space. Within the first year of opening, The Cosmopolitan commanded the highest average daily rate, highest occupancy and outpaced the comp set, while earning numerous awards and acclaim:

Misfit Right In Campaign

conde nast traveler

Hotlist Hotels

brand strategy + creative strategy + media

With a desire to lead culture and not follow, The Cosmopolitan
of Las Vegas was launched as a brand that was not meant for everyone.
With a tone of irreverence, playful seduction and luxury with a wink – a multiple award winning campaign “Just The Right Amount of Wrong” was born.


A fully integrated multi-channel campaign aimed to bring the Curious Class back to Las Vegas – a town they had long written off as a parody of itself. 

campaign achievements

  • Launched as sought after international travel destination

  • Became a pop culture phenom

  • Multiple awards including; Effie, Cleo, Cannes Lion and Addy.

strategy at play

“Just the Right Amount of Wrong”  television spots weren’t shot at the resort, or even shot in Las Vegas to showcase that the brand is at home all over the world.

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