Mandalay Bay Resort and Casino has had a presence on the famous Las Vegas Strip, but the resort needed to revamp its brand after a decade in business. With a new strategy, we helped position Mandalay Bay for what it really is; a true resort. A new brand campaign was created around this notion and the description "Resortist" helped identify visitors who didn't quite see themselves as Vegas tourists. The work resulted in an effective outdoor and interactive campaign with an aggressive media buy in Southern California and neighboring states.