The resort dubbed its edgy ad campaign, “The Right Amount of Wrong.” Commercials ran during the Grammy Awards and Oscars. Print ads appeared in print and online, in Esquire and the Las Vegas Sun.
The ad played particularly well with a demographic that UNLV marketing students dubbed “the curious class.”
“They are a group of people who like to have fun and who have money,” said Anjala Krishen, an assistant marketing professor. “They are open minded and curious about things.”