RESORTS WORLD NYC, 2025

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.

Impact

︎︎︎$5M+ paid media spend across TV, radio, print, and digital
︎︎︎Reached tens of millions of voters and stakeholders
︎︎︎The 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.