The ask

Define the target audience for Palms Casino & Resort as part of their new brand strategy.

 

Background

AKQA executed a complete brand overhaul for Palms Casino & Resort from 2018-2019. This began with building a new brand strategy, which involved months of both primary and secondary research. I was responsible for conducting audience research and helping our team define the Palms’ new aspirational target.

 

Audience Research

I used a combination of qualitative and quantitative research to better understand the mindset, interests and digital behaviors of our aspirational target.

  • I recruited and personally conducted hour-long, 1:1 interviews with 20 members of our target audience across the US.

  • I worked with partners at Facebook Audiences, Global Web Index, MRI, Resonate Analytics, and Spotify to define our target & build quantitative audience reports.

  • I audited Vegas resorts & casinos, analyzing the experience offerings, marketing messaging, and customer profiles to identify areas of opportunity for Palms.

  • I audited hotels outside of Vegas to identify insights into the experiences our target audience typically seeks when traveling — which they currently don’t associate with Vegas.

Audience Insight

Technology and world events have created a consumer of contradictions:

Someone who values the importance of individuality and the power of community in equal measure— a dual citizen.

Traveling without moving, this audience’s exposure to the world through social media has caused them to adopt a traveling mindset wherever they go.

Research Deliverable

An actionable guide for Palms to use as they make future decisions for their brand:

This product dives into the values, behaviors, interests and activities of the Dual Citizen—helping identify areas of opportunity for media outreach, events, and partnerships.