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Client: The Bicycle Hotel & Casino

Project: Hotel & Casino Branding

Agency: Innerspin

Role: Creative Director

Dates: 2015-16

With the construction of the completely new hotel, every detail needed special attention to ensure the brand was cohesive across the entire property. Starting with signage and working closely with both the construction group and interior designers, we had oversight as to how the brand was rolled out – with the aim of creating a luxury experience for customers, no matter whether they visited all of the amenities or just stopped in for a casual drink.

This approach was essential for the various amenties to work – each needed to feel as though it was a part of the main brand, yet uniquely characteristic of the services on offer. The hotel needed a more refined and relaxed tone compared to the casino floor, while the artisanal nature of the Bike Brewery ensured that it would need to feel very different from the on-the-go Asian food of the Phoenix Café.

Once completed, we executed an extensive 9 day architectural photoshoot to capture every aspect of the property, while providing ourselves with valuable assets to use across a host of marketing materials; from the all-new website to promotional banners on travel and poker sites, and printed sales materials.

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Client: The Bicycle Hotel & Casino

Project: Launch Campaign

Agency: Innerspin

Role: Creative Director

Dates: 2015-16

The Bicycle Hotel & Casino is one of the largest poker rooms in the US, and a host destination for the largest national televised tour events; the World Series of Poker and the World Poker Tour.

However, The Bike has become much more than a center for gaming – in December 2015 they opened a brand new, purpose-built $58M hotel that elevated them to a fully immersive destination. With 99 luxurious suites and rooms, 2 full service restaurants and a variety of on-the-go eating options to choose from, alongside a spa, pool, cabanas and a host of function rooms, they invested in a high profile and extensive marketing drive.

During the construction and development phase, the brand had evolved from in-house produced promotional-based advertising, through to a James Bond influenced pastiche that catered mainly for the gaming community.

To push the business forward and truly represent what the brand had started to offer, The Bike needed a vibrant identity that resonated with its Southern Californian clientele.

Working closely with Innovation Protocol, an independent strategy company, we invited customers to live the LA life, to escape the ordinary, and to Play in the Fast Lane.

We created campaigns that stretched across billboards, web, printed media and into broadcast with a series of radio adverts and The Bike's first TV commercial, above. We specifically targeted both the general and multicultural markets, tailoring the imagery and messaging to suit the varied audiences.

Results: Opening night for the hotel was the largest day of business in its 32 year history. Average hotel occupancy quickly soared from 30% to over 75% midweek, and up from 60% to a consistent 100% at weekends and during tournaments – all in line with the release of the marketing drive we oversaw.

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