RULE THE WORLD VOL. II

Resorts World Las Vegas has once again elevated hospitality marketing with the unveiling of a new phase of its celebrated “Rule the World” campaign. Following the success of its 2023 debut, the latest iteration was revealed at an intimate gathering that captured the evolution of the campaign’s luxurious and energetic spirit. Directed again by acclaimed filmmaker Kenneth Cappello, the refreshed narrative highlights Resorts World’s growth and leadership in the hospitality industry.

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TIME FOR REIMAGINATION

When we opened our doors in June 2021, we launched a whimsical brand campaign leaning on the shiny new property's theatre entertainment and utopic nature. Since then, Resorts World Las Vegas has become an eclectic property with a range suitable for all travelers and still offers something special for each guest. From country concerts to chart-topping EDM DJs to throwback hip-hop artists, busy table gaming to intimate private salon offerings, street food to fine dining, 50-year anniversary dinners to first dates, it’s all happening here.

THE VISION

This was no overnight process and began coming to life in late 2021. Chief Marketing Officer Ronn Nicolli Jr. saw a need to reimagine how the property was marketed. The doors had been opened, and it was time to listen and observe how the energy on the property was evolving. The conceptualization process started with B&P Creative Director Bruce Logan to put a plan in motion. B&P worked from start to finish on turning the campaign from an idea into a full-scale launch that audiences will see globally.

THE PROCESS

Once the shoot was wrapped, the team effort to reach the finish line began. Agency support, B&P, took on the task of creating a cohesive campaign that has a true impact. B&P was instrumental in the editing and execution process of the campaign launch. “We’re thrilled to work with Resorts World Las Vegas on such an integral project,” said Rod Reber, Director of Account Services of B&P. “This campaign is going to be a reimagination of the brand. We really wanted to capture the upbeat feeling on property and showcase the luxurious details.”

THE DIRECTOR

Directed by Las Vegas resident and acclaimed photographer and director Kenneth Cappello, the full-scale campaign showcases a high-energy experience filled with luxury automobiles, vintage designer fashion, cameos by Raider’s owner Mark Davis, and tie-down roper Shad Mayfield, Resorts World Theatre residents, over 100 property team members and more.

About Kenneth Cappello

Known for his work with A-list talent and industry-leading brands, Cappello’s portfolio includes works with artists such as Billie Eilish and Travis Scott; cultural icons Pharrell, Virgil Abloh, and Dr. Dre; and brands including Adidas, Netflix, and Supreme. His work is exhibited in New York at Fotografiska Museum’s Hip Hop: Conscious Unconscious.

AWARD-WINNING CAMPAIGN

We are thrilled to receive these prestigious awards, which are a testament to our team’s creativity and dedication to delivering an unparalleled guest experience,” says Ronn Nicolli, Chief Marketing Officer at Resorts World Las Vegas. “Our campaign was designed to capture the essence of Resorts World Las Vegas, and these accolades affirm its success.