Austin Lane
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Funner, California

Harrah’s Resort Southern California has always been a destination more fun than others. But it wasn’t good enough just to tout amenities and run promotions. We renamed the entire territory it was built on. That’s how Funner, California was born. We put it on the map, literally. Seriously, Google it. To make people understand something enticing about this new place before they ever set foot on property, we generated instant awareness in compelling ways. Leveraging the guest experience, we took real customer reviews and interpreted them in “Funner” ways. Taking the brand messaging a step further, this new town needed something more. It needed a mayor.

A city called Funner starts with a mayor who’s true to its name. David Hasselhoff brought his legendary pop culture status and larger than life charm as the first official mayor. A true spokesman for the brand and the property.

concept
creative direction
art direction
design

director: dugan o’neal
dp: james whitaker
 

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Funner, CA Mayor Hoff

Funner, CA Amor Prohibido

Funner, CA Swamp Cat

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Funner Website