Launch a Revolutionary Entertainment Experience in Las Vegas
Bob Marley Hope Road was a first-of-its-kind immersive and interactive attraction set to debut on the Las Vegas Strip. The challenge was to honor the cultural legacy and global influence of Bob Marley and create a modern entertainment brand that could compete in a city defined by spectacle. The campaign needed to resonate across generations, appeal to both tourists and locals, and clearly communicate a completely new kind of experience that featured both an exhibit and live performance show.
Duality As Design
Hope Road was set to launch as both an immersive daytime experience and a high-energy nighttime show. Rather than simplify this complexity, we embraced it. Our creative system unified two distinct offerings under one powerful idea:
One Timeless Icon. Two Transformative Experiences.
This gave clarity to the audience while reinforcing the scale and uniqueness of the attraction.
Movement As Meaning
At the heart of Bob Marley’s legacy is movement. Movement in music, in culture, and in people. We built the brand around this idea, transforming Hope Road from a show you watch into something you feel and participate in.
Color became our energy and light became our rhythm in every execution. From print to large-scale environments, this campaign was designed to feel kinetic, immersive, and alive, mirroring the experience, and the legend, itself.
Be Moved By Marley
The Strip became our canvas for Marley’s message, a visual world where color became energy and light became rhythm. From large-format OOH and digital to on-property installations and print, the system stretched across every touchpoint feeling kinetic, alive, and unmistakably Marley. One consistent charge running through all of it: this wasn’t another Vegas show, it was a movement of love and entertainment on the Strip.
By combining strong positioning with high-impact creative, we created a campaign that captured attention at scale, simplified a complex offering, and built early anticipation ahead of opening.
That cohesive campaign system was scaled across:
- Digital billboards and large-format OOH
- On-property environments and construction walls
- Print and digital marketing placements built
- Digital platforms provided for an active social presence
- Limited run print invites and custom digital invites
Web & Digital
Media Planning
At Braintrust, we believe in letting our results do the talking, consistently delivering excellence in digital marketing. Our goal was to generate interest and ticket sales through collaboration with Hope Road and Mandalay Bay. As a new show entering the Las Vegas market, it was critical to build awareness and generate early buzz ahead of launch. To achieve this, we developed a full-funnel digital marketing strategy focused on reaching both local audiences and potential tourists prior to their trip, then converting high-intent users once they were in-market. By aligning audience targeting, timing, and messaging, we created a campaign that successfully drove both demand and ticket sales
18
MMImpressions
500
Kin Ticket Sales Revenue
8000
Ticket Sales
5
XROAS
Post launch
Critical acclaim and high praise allowed Braintrust to refresh the creative from the show-goers’ perspective, developing assets across all platforms and incorporating high-performing video.
