A Social Strategy Built on Legacy and Nostalgia

Las Vegas is often defined by what is new and trending, but Circus Circus offers something different: legacy. As a landmark for generations of visitors, the property features iconic attractions like The Adventuredome, Slots-A-Fun, and THE Steak House. Our challenge was to leverage this history to maintain relevance in a hyper-competitive market.

Our goal

To drive awareness and positive sentiment by shifting the narrative. The goal was to combat the perception of Circus Circus being “dated” and instead position it as a “classic.” We wanted to drive engagement by reminding audiences of their fondest memories and inspiring them to create new ones.

Strategy

We shifted our content strategy mid-year to prioritize storytelling over fleeting trends. We leaned into the property’s biggest strengths—variety and history. We produced nostalgia-driven content using specific audio and visual cues that urged users to “relive the experience.” We championed the “Old School Vegas” aesthetic while simultaneously addressing the modern consumer’s need for value by highlighting affordability. Critically, we modernized our production approach. We increased on-site filming to capture the property at various times and seasons, building a fresh library of assets that replaced outdated archival clips and provided a realistic, energetic view of the resort.

The result

The strategy allowed Circus Circus to celebrate its classic Vegas identity, resulting in a massive spike in sentimental and positive engagement.

Explosive Reach

We earned 18.5M organic impressions in six months, with Facebook reach growing by 62%.

Deep Engagement

The nostalgia angle resonated, driving 614k engagements (a 28% increase).

Audience Growth

We attracted 4,900+ new followers (+26%) in a six-month window.

Testimonials

I’ve had the pleasure of working with MassMedia for more than 10 years and they have helped us in so many ways, strategically and executing on multiple campaigns. Every meeting I have with them is exhilarating because they have so many creative ideas for how we can connect with the communities and customers we serve. It’s something that has impressed me for years.

I have been working with the MassMedia team for more than seven years. They are highly engaged, proactive and truly care about offering marketing strategies that address what we’re facing both as an organization and within the healthcare industry. The team is creative, attentive and truly a pleasure to work with.

I have had the pleasure of working with the MassMedia team for more than 6 years. From the very start, they showed a profound understanding of our services and a commitment to delivering quality work. In a world where marketing agencies often over promise and under deliver, MassMedia truly stands out. They don't just bring innovative marketing business solutions, they build metrics and tracking to ensure the campaigns yield results.

When I started my search for a new advertising agency in 2020, I wanted a firm who not only understood my vision but one that would execute that vision as a true partner. MassMedia has exceeded my expectations in both areas. They are a group of talented individuals with an unmatched ability to create impactful marketing strategies that work cohesively to drive our business forward.

When we were looking for a new PR partner, we sought to align our marketing team with a company that really would “get us.” From the start of our collaboration with the MassMedia team, it was evident that they are not your average PR professionals. Beyond professional achievements, the MassMedia team is a pleasure to work with – simply put, they get us. We are excited to continue our partnership with them for many years to come.

In our collaboration, MassMedia has consistently exceeded our expectations, bringing an unmatched expertise in public relations, marketing, community integration, advertising, and design. Their innovative approach has not only rejuvenated our brand presence, but also seamlessly integrated our business into the construction and design community, bolstering and creating invaluable relationships and avenues for growth and enhancing our customer base.

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