Want Branding

Cosmopolitan

Expertise:
  • Brand Naming
  • Brand Architecture
  • Brand Definition
Background & Challenge:

In 2004 when real estate developer Ian Bruce Eichner and his wife Leslie co-purchased an 8.5 U shaped parcel of land, plans were drawn up to build a $3.9B, 3,000 room resort hotel along with a 110,000 sq ft casino, 300,000 sq ft of retail space and a 40,000 spa and fitness facility. WANT was retained by Leslie Eichner – the property’s Chief Interior Designer – to help create the brand strategy and naming system for over 60 elements for what would be, the first modern/urban style design hotel on the Las Vegas strip.

Solution:

After a rapid discovery phase and meetings with owners and stakeholders, we created a new brand positioning ‘Expect to be unexpected’ which underscored the notion of this hotel as a brand new concept with luxury, modern style features and amenities found in large cities like NY, Chicago or Los Angeles. We consulted on the name ‘Cosmpolitan’ since the owners has been subjected to a lawsuit from Hearst corporation.

We helped to recommend a refinement to the name 'The Cosmopolitan of Las Vegas'. Then we went on to creating and recommending name options for over 40 elements including rooms and suites, bars and restaurants, services and amenities. During the naming phases we were encouraged to push the envelope around names and name types and ensure that each name supported the ‘expect the unexpected’ positioning theme.

Outcome:

Jay-Z and British rockers Coldplay helped open The Cosmopolitan with a concert on December 15, 2010. The resort was backed with a provocative ad campaign under the headline ‘Just the right amount of wrong’ which was inspired by the brand positioning (‘Expect the unexpected’). Despite launching the property during a challenging economic time for Las Vegas, the hotel is credited as being a catalyst for the growth across the strip over the past 8 years. The hotel has received numerous awards including, in 2015, voted as one of Condé Naste's ‘Top Hotels of the World’.

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