Coast Casinos: "We can't stop here! This is bat country!"

House Rules

The whole thing begs the question–whatever happened to the real Las Vegas? Mortar's answer is House Rules, the Coast Casinos campaign, in which we transport the local audience back to a simpler time, when the game was the thing, and true players didn't have to be told that the phrase "double down" does not mean "drink twice."

For the locals

The goal of this work is to brand Coast as the "locals' casinos." We discovered the following:

• Local players take their gambling seriously.
• They know–or at least think they know–how to play, and have scant patience for those who do not.
• They expect to be recognized for their skill and experience–with better service and increased perks.

With this knowledge in hand, a strategy was born:

Coast Casinos are where savvy locals play.

The Coast Casinos integrated campaign

This campaign is built around the idea that there are a set of unwritten "rules" experienced players live by. ("If you can't spot the fresh fish at the table, it's you.") The tagline: "When You're Local, You Know" reinforces the overall campaign by assuming the reader is in on the joke–and reminding them of the one thing we want them to take away–Coast Casinos are where savvy locals play.

The work is integrated across four properties, and features executions for ROP, print, outdoor, in-casino, transit, collateral and beyond.