When in Rome . . . Caesars Gets Playful

Advertiser: Caesars Palace

Agency: Grey Advertising, Los Angeles

Challenge: Launch the newly renovated Caesars Palace while pitching the hotel and casino to a broader group of customers.

The Ads: Print and television ads use Roman imagery of previous Caesars campaigns, but with a twist. Rather than tout the grandeur of ancient Rome, the ads use the images to have some fun. One print ad shows two Roman statues wrestling. The copy says: “Calm down, boys. With 18 restaurants, everyone gets what they want.” Another print ad shows a bust of a bearded Roman. “Why the long face?” the copy asks, pointing out Caesars has new rooms and other features. In the television ad, a man describes the benefits of Caesars to his date--which turns out to be a Roman statue.

Comment: With the campaign, Caesars is trying to reach a new class of customers, beyond the high-rollers it typically attracts. Now that it has more rooms, restaurants and attractions, Caesars wants to build its convention business and lure affluent adults in their 40s--people a tad younger than typical Caesars’ customers. The playful ads are less stodgy than in the past, making Caesars appear more approachable. $$$

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Ads are rated from $ to $$$$, based on tastefulness and probable effectiveness, with $$$$ being best.