RESORTS WORLD NYC, 2025
Client: Actum LLC for Resorts World NYC
Scope: Cross-channel campaign creative, design system adaptation, production toolkits
Client: Actum LLC for Resorts World NYC
Scope: Cross-channel campaign creative, design system adaptation, production toolkits
Challenge
Design a cross-channel campaign for NYC's first downstate casino license bid. Working within Resorts World's existing brand guidelines, create a scalable system for $5M+ in paid media targeting three audiences: Queens residents, policymakers, and the licensing board.
Design a cross-channel campaign for NYC's first downstate casino license bid. Working within Resorts World's existing brand guidelines, create a scalable system for $5M+ in paid media targeting three audiences: Queens residents, policymakers, and the licensing board.
Impact
︎︎︎$5M+ paid media spend across TV, radio, print, and digital
︎︎︎Reached tens of millions of voters and stakeholders
︎︎︎Campaign strengthened public awareness and favorability
︎︎︎Resorts World won the competitive casino license
︎︎︎$5M+ paid media spend across TV, radio, print, and digital
︎︎︎Reached tens of millions of voters and stakeholders
︎︎︎Campaign strengthened public awareness and favorability
︎︎︎Resorts World won the competitive casino license
*NY1 TV Ad: Click to view the
commercial on-air. Since premiering in mid-July 2025, the spot aired 35 times during primetime—approximately 3 times daily.
*Empire Report Op-Ed 07.21.25: Click to view full article.
*Empire Report Op-Ed 07.21.25: Click to view full article.
