The Silverton Hotel and Casino in Las Vegas asked us to create a re-opening campaign that would be ready to roll when the governor gave the green light for Nevada’s gaming properties to open their doors. But why just do a re-opening campaign when you can also use this as an opportunity to launch a new and more authentic brand positioning – one that would be relevant and provide a solid foundation for the brand well beyond the re-opening? In less than three weeks we created an all new brand positioning for the Silverton as well as a multi-channel re-opening campaign. “Let’s Get Real” speaks directly to the Silverton’s blue-collar, just-a-little-past-middle-aged, unpretentious, straight-shooting audience who like to “keep it real” and love to gamble (and missed playing more than anything else during quarantine). It expresses what their audience was thinking in a fun, humorous way, but in a way that lets them know we take their safety as seriously as their fun.