PHOENIX, AZ – Gila River Resorts & Casinos has launched the next evolution of its “You Do You” brand campaign with an all-new concept. The brand tasked O.H. Partners with attracting a younger segment of guests to maintain its growth trajectory. The result is a brand-new iteration of Gila River’s long-running “You Do You” campaign. This updated and refreshed campaign serves as an invitation to every “you” out there using a diverse cast with personalized animated art to connect with the new audience. By leveraging a shared value of inclusivity, O.H. Partners and Gila River emphasize the importance of being yourself and “doing you” in the campaign.
The integrated campaign includes two multi-channel video spots and a variety of extensions across paid social media, organic social media, out-of-home advertising (OOH), print, radio, and property signage. The spots feature guests enjoying Gila River’s luxury and Las Vegas-style amenities with “You Do You” as the focus of the campaign serving as a consumer invitation and a brand declaration. The campaign is upbeat and features fresh and playful graphics that highlight the unique attributes of the Gila River’s brand.
“We had the privilege to expand our enterprise by opening our fourth location, Santan Mountain Casino,” said Dominic Orozco President & CMO of Gila River Resorts & Casinos. “With the growth, it was only natural to elevate our brand campaign to connect to a wider audience. Through the enterprise, we are able to support the Gila River Indian Community, and that is something we take tremendous pride in. To continue this growth to further support the community, we challenged O.H. to help us evolve our brand campaign to attract new guests and they rose to the occasion and executed a flawless campaign.”
“This campaign needed to demonstrate the rich social experiences people can have on property, and it had to scream inclusivity,” said Tim Washburn, CCO of O.H. Partners. “Animation allowed us to accomplish both. The campaign celebrates the uniqueness of our characters and separates our spot from the other casino campaigns out there.”