The Cosmopolitan

A nighttime aerial view of the Las Vegas Strip with The Cosmopolitan featured prominently in the center.

Project
   /Details

Red Pencil returned to The Cosmopolitan of Las Vegas to continue the work founder Mamie Peers began in her role as Vice President of Digital Marketing. This client page illustrates key highlights between 2011 and 2020. The intents of each project ranged from generating more revenue in all online channels to creating an unparalleled, open communication culture. Many teams and staff came together to bring these concepts to life.

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Close cropped view of a large scale, elegant chandelier lit in shades of purple at The Cosmopolitan of Las Vegas.
The Cosmopolitan of Las Vegas logo in purple

Just the Right
Amount of Wrong

The Cosmopolitan is a unique luxury resort, hotel and casino located in the heart of the Las Vegas Strip with 3,000 guest rooms with oversized residential-styled living spaces with private terraces. Its one of a kind Restaurant Collection of 26 venues features eateries from such world-class chefs as Bruce and Eric Bromberg and José Andrés and, as well as the first Las Vegas locations of trendsetting options like Eggslut, Beauty and Essex, Momofuku and Milk Bar. It is also home to hand-selected, eclectic boutiques, aa 100,000 square-foot casino, The Chelsea concert venue, Marquee Nightclub & Dayclub, the serenity of Sahra Spa, Salon and Hammam, and more than 5,000 CoStars.

A red-haired woman sits in a gold hoop swing with a deep green velvet curtain in the background and a man seated in a chair to the right.

Chatbot Rose

A first of its kind in the industry, Rose was an SMS based bot whose main purpose was to develop direct relationships with customers, guiding them throughout their journey and generating return direct bookings. She ended up also increasing onsite spend by more than 30% as well. We then connected her to the casino loyalty platform and the casino services teams, enabling her to answer questions about points, benefits, offers and more.

A cellphone screen showing a text thread with the chatbot, Rose.
Profile view of a woman with bare shoulders done stylistically in layered hues of pink, red, and blue creating a dreamy, aura-like effect.
A cellphone screen showing a text thread with the chatbot, Rose.

A Vision of Voice

Part of our initial work was to create a new vision for internal communication culture in the casino & resort industry. We established it as a “Community of Voice” where everyone was encouraged to use their voice. All digital and physical environments were designed to support this, including the industry’s first social intranet launched in 2011, Clive. Within it was “TODAY” a daily news and preshift tool available within one click on all 5,000 staff mobile devices.

Mockup layout featuring a desktop and mobile view of Clive, The Cosmopolitan's internal communication system.

Clive Intranet

macbook-front

Back-of-House Makeover

To support the vision and culture, Mamie Peers reimagined the back of house, hiring local artists to convey the spirit of the culture through vibrant installations, creating joy and belonging in otherwise dark corridors. This renovation including adding a lounge adjacent to the casino area.

Pick-Up Stories

An internal campaign to improve cleanliness service scores, Pick Up Stories used integrated marketing techniques across all back of house channels, encouraging everyone to share their #pickupstories” online. We even played Marvin Gaye outside the dining commons and allowed staff to take over the mic.

Poster showing a half-empty cocktail glass with text saying, "I couldn't just leave him there all alone. Return empty glasses to casino bars."
Poster showing a spill on a tile floor with text saying, "Oh, how I slipped & feel for her."
Poster showing confetti on the ground with text saying, "They said I had to take them all. When picking up, the more the merrier."

Creative Direction

Founder Mamie Peers led The Cosmopolitan’s digital advertising agency to develop the integrated marketing campaign, “Behind Closed Doors.” The 3-day shoot led to the production of hundreds of variations of ads which drove performance beyond goals in all channels.

Editing Storyboards ✍️
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Black and white storyboard featuring six graphics.
Editing Storyboards ✍️
The Brooklyn Studio 🏢
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A woman stands in a large warehouse with white walls and floors while a three-walled room is constructed.
The Brooklyn Studio 🏢
Building the Set 👷
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A three-walled set for a video shoot is being transformed into a room with people painting and sweeping. Ladders, tall lights, and people stand in the foreground.
Building the Set 👷
Creative Direction 💄
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Red handwriting reading, "Brigita sitting on counter putting on lipstick" is scribbled over a picture of a lit vanity.
Creative Direction 💄
Lights 💡
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Two men work on an illuminated geometric light fixture in a black room while models dressed in stylish attire look on.
Lights 💡
Camera 🎥
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A behind-the-scenes perspective of a video shoot. The set has black cloth walls and mirrors with three disco balls hanging in the center. People offset prepare models and equipment for shooting.
Camera 🎥
Action 🎬
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A darkly lit set with purple walls and floors features a single door in the center, staged to look like a hallway. The door has a bright white light that glows around all edges sparking intrique.
Action 🎬

Print Ad

New Rooms. Better Stories.

Side-by-side image of two rooms. The left room is in shades of pink featuring a short-haired woman and a tiered stand of cakes. The right room is in shades of teal featuring a red-haired woman sitting on a gold hoop with a blindfolded man sitting in the background.

Social Media

As part of her role as Vice President of Digital Marketing, Mamie Peers’ team drove engagement for the “most Instagrammed hotel in the world.” They leveraged all kinds of tools to engage The Cosmopolitan’s audience, including creating a Tinder account for the launch of Eggslut.

Mockup of an Instagram post about The Chandelier made on The Cosmopolitan account. The post shows an extravagant chandelier lit up in rainbow colors celebrating Pride Month.
A cellphone mockup showing the Instagram feed for The Cosmopolitan.
Mockup of an Instagram post about The Chelsea made on The Cosmopolitan account. The post shows a large mural of a landscape painting hanging in front of a wall tiled with beige and off-white tiles.

Digital Advertising

Video gif showing the profile view of a hummingbird with specks of turquoise and green across its back feathers and white and brown on its underbelly. It is in midflight with its wings open and against a black backdrop.
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Video gif showing the profile view of a hummingbird with specks of turquoise and green across its back feathers and white and brown on its underbelly. It is in midflight with its wings open and against a black backdrop.

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The Cosmopolitan marquee lit up at nighttime. There is a large purple "C" in the center and palm trees in the foreground.

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The Cosmopolitan is a unique luxury resort, hotel and casino located in the heart of the Las Vegas Strip with 3,000 guest rooms with oversized residential-styled living spaces with private terraces. Its one-of-a-kind Restaurant Collection of 26 venues features eateries from such world-class chefs as Bruce and Eric Bromberg and José Andrés and, as well as the first Las Vegas locations of trendsetting options like Eggslut, Beauty and Essex, Momofuku and Milk Bar. It is also home to hand-selected, eclectic boutiques, aa 100,000 square-foot casino, The Chelsea concert venue, Marquee Nightclub & Dayclub, the serenity of Sahra Spa, Salon and Hammam, and more than 5,000 CoStars.

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Interior view of Starlite cocktail lounge features walls, velvet curtains, and a long bench seat all in a deep emerald green with warm, cozy lighting and elegant fixtures.

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