For nearly two decades under its previous ownership, Circus Circus promoted its affordable room rates to drive hotel stays. However, research showed that was not what drew people to the property. Guests choose to stay at Circus Circus because of the unparalleled family-friendly attractions that aren’t available anywhere else on the Strip. Its unique offerings gave the property a natural and clear differentiator to center its content strategy around. Pivoting from its stale value proposition, fresh new creative was deployed through a fully integrated paid/earned/owned strategy. Interactive display and video assets brough the viewer inside the Adventuredome and Midway, showcasing the unique guest experience from a firsthand vantage point.
Circus Circus also underwent significant upgrades across the property, including a renovated buffet and food court, expanded Midway, a partnership with Paramount and Spongebob, new rides at the Adventuredome, and a new pool at Splash Zone, its water park which is open year-round. Through consistent national press, social media updates and an robust paid media strategy to support these milestones and announcements, the property captured the interest and hearts of younger generations.
275%
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