Case Study: Winning is Everything at Circus Circus Reno

“Fun for the whole family” is thrown around quite a bit these days, but it’s a notion that the Circus Circus Reno truly owns – and they deserve to. Six restaurants, a sprawling Midway loaded with games and free circus acts, yard-long margaritas and drink deals, all while maintaining a loaded players club and casino floor. They’re even one of the only properties to feature an onsite dog kennel, so even Fido's allowed in on the fun.'

Circus Circus Reno came to us late in 2015 with a request to redesign their visual identity across all of their advertising mediums. Stuck with, and still using, a hodgepodge of past campaigns, they needed to unify their voice for good.

Circus Circus Illustrations


Being the come-as-you-are, family-fun resort we knew they were, we identified the Circus Circus Reno consumer as diverse, casual, family-oriented, and in search of a good deal. And fun. We can’t say it enough: the Circus Circus Reno is fun for all. It’s what you might call a real “win win” for everyone in the family.



Circus Circus Illustrations



You’ve heard the phrase right? “A real win win scenario.” Usually, you'd be well-advised to stay skeptical of such claims, but we knew the Circus Circus had the capabilities to really own this idea.

Circus Circus Illustrations

The Win Win campaign tells the story of the Circus Circus Reno’s brand. No matter who you are or what your definition of fun is, you’re a winner at the Circus Circus Reno. You don’t have to play a dime or sign up for any cards to win (but hopefully you do). Whether you're all about stuffed animals or stuffed bellies, free circus acts or free acts of hospitality: it’s always a Win Win at Circus Circus.





Circus Circus Illustrations




We had to show our demographic in order for them to identify with the messaging, but the idea of photographs and cookie cutter actors wasn't jiving with us. Frankly, that's just not fun enough for a brand like Circus Circus.





Circus Circus Illustrations


So, we did more homework, searching for the perfect illustrator to bring the brand to life. We approached Bill Mayer, an illustrative legend with a massive portfolio of character illustrations big brands and young children alike.

After describing our characters in depth, Bill’s team sent back hundreds of sketches to review, each with slightly different attitudes and personalities. Through our direction and Bill’s steady hand, we arrived at our 5 characters: Milo, Ali, Kevin, Kai, and Mabel. As the characters are used to advertise amenities, they take the Circus Circus Reno to the next step, elevating the brand to a sort of theme park status. Now, the most family-friendly hotel casino in Reno looks the part.


Circus Circus Illustrations