When the NATIONAL MUSEUM OF ORGANIZED CRIME AND LAW ENFORCEMENT, aka The Mob Museum, was getting ready to open its doors in Las Vegas, we were brought on board to build the brand, create some buzz for the grand opening, and attract visitors from around the country. As a company full of fans of The Godfather and The Sopranos, this was one job that was right up our alley. Our goal was to make people realize The Mob Museum wasn’t a Vegas gimmick, but a legitimate world-class museum that took people through the history of the epic battle between organized crime and law enforcement. The Mob Museum presents both sides of that story – the good and the evil – and that became the basis for a cross-channel campaign with the theme line: “There are two sides to every story. And then there’s the truth.”
