Las Vegas Hotel Demographic Targeting for a New Generation

Repositioning Legacy Properties to Capture the Nightlife & Luxury Market

Client Type: Hotel & Casino Properties (Las Vegas Strip)

Industry: Hospitality, Entertainment, Nightlife, Travel & Tourism

Project Overview

As Las Vegas evolved from a classic gambling destination into a nightlife and luxury entertainment capital, Brand Identified led the rebranding of several iconic hotel and casino properties to engage a younger, experience-driven audience. These efforts helped reposition each property within a competitive market, modernizing brand strategy, aesthetics, and messaging to align with the rising demand for shows, clubs, and high-end lifestyle experiences.

Scope & Objectives (Strategy & Positioning)

Rebrand legacy hotel and casino properties to attract the 21–40-year-old demographic
Align messaging with the city’s shift toward nightlife, luxury, and high-energy entertainment
Redesign visual identity systems to reflect modern tastes and lifestyle appeal
Position each property as a relevant player in the evolving Las Vegas experience economy

Solutions & Approach (Execution, Branding, and Engagement)

Conducted deep market research into lifestyle preferences and cultural trends among younger travelers
Redesigned brand visuals, including logo systems, color palettes, typography, and visual themes
Built campaigns that promoted exclusive clubs, headlining shows, luxury accommodations, and elevated experiences
Developed interactive digital assets (websites, mobile content, in-property displays) to enhance engagement
Launched integrated marketing campaigns using email, social media, and early influencer partnerships
Partnered with hotel executives to align brand strategy with operational goals and experiential offerings

Outcomes & Results (Performance & Competative Positioning)

Drove a 50% increase in foot traffic from audiences aged 21–40
Increased bookings for nightlife and premium offerings by 35% across rebranded properties
Elevated market position, establishing properties as leaders in the entertainment-first Las Vegas landscape
Earned industry recognition for helping reshape Las Vegas branding during a major demographic and cultural shift
Enabled long-term relevance and revenue growth during one of the city’s most pivotal branding transitions

Increase in foot traffic from audiences aged 21–40

Increase in bookings for nightlife and premium offerings across rebranded properties

Improvement in website bookings, driven by upgraded UX and targeted messaging

Increase in social media engagement through lifestyle-focused campaigns

25 Years of Proven Strategy, Design, and Execution

Brand Identified is built on over two decades of experience leading branding, marketing, and growth initiatives for high-level entrepreneurs, scaling startups, and global Fortune 500 companies. With a background in both strategic execution, creative leadership, and impactful marketing, we’ve helped hundreds of businesses clarify their brand, strengthen their systems, and accelerate their growth. Every client we work with benefits from that experience, from the strategy we implement and the systems we build, to the precision in how it's executed.

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