One of the most thrilling destinations in California ranks the second most-visited only to Disneyland. You in?
Each year, Yaamava' Resort & Casino attracts over 14 million visitors from all over the world. But how does a Native American casino tucked away in a small town in San Bernardino become an attraction as big as the happiest place on earth? 24 hours a day, 365 days a year, there's an undeniable rhythm that pulses through each guest, drink pour, spin, sizzle, shuffle, and act of service. And once you’re in, it’s impossible not to move with it.
To bring this to life, a music video was created featuring guests dancing from space to space to show how the rhythm flows through the property. Renowned music video director, Charlie Di Placido, known for his work with Jungle, Kyle Minogue, Kojey Radical, and Everything But the Girl was brought onboard, along with an original track created by award-winning music studio, Sonic Union, an ensemble of A-list professional dance talent, and photography captured by me.
A 360° brand campaign was created from the music video elements, from TVC, social, OOH, on-property displays and experiential. For the launch, fifty social ads were produced, . with a total of 31M paid impressions and 330k impressions organically. At each touchpoint, guests were provoked to join in the rhythm of the second most visited destination in California with a tagline that asks, “You in?”
