Mirage

Public Relations • Social Media • Digital Marketing

From The Mirage Las Vegas, To Hard Rock Las Vegas

Braintrust was selected to help develop and manage the Social Media, Public Relations, and Crisis Communication strategies for HRI during the transition and after they assumed operation, and help lay the foundation for their present and future brand communications.

The Mirage hotel with palm trees, Braintrust at the National Conference Center signage, Hard Rock Hotel & Casino Las Vegas logo, and fire bursts in front.

Opportunity

Manage The Transition Of An Iconic Destination

In 2022, The Mirage Hotel and Casino, one of the most visited and recognized brands on the Las Vegas Strip, was transitioning ownership from MGM Resorts International to Hard Rock International (HRI). Entering the Las Vegas market for the first time, HRI was looking for assistance with their internal and external communication strategies. They wanted to create strategies that would help maintain the legacy of the property and ensure that their staff was informed and motivated, and guests were intrigued and invested.

A large rock with the Mirage sign stands among lush indoor tropical plants and tall palm trees under a glass dome at the Braintrust National Conference Center.
Four friends sit on a couch at the National Conference Center, smiling, holding drinks, and pointing excitedly toward the camera—capturing the spirit of connection at this year’s Braintrust event.

ROCK OUT.

Our approach was to have fun with this brand and show the world a side of The Mirage that they never saw before. During the transition, we wanted The Mirage to “Rock Out” by giving this iconic property the farewell tour it deserved and invite guests to celebrate it with us for the first, 31st, or last time. We focused on creating organic content from within the property and stories that showcased the people and places that make this property iconic.

Performers on stage with red umbrellas, surrounded by falling confetti under colorful spotlights, light up the Braintrust event at the National Conference Center.

ROCK ON.

During construction, we want Hard Rock to “Rock On” by highlighting all the amenities and attractions that await our guests to ignite their excitement about the upcoming revolution. We focused on highlighting entertainment offerings (LOVE, LIMitless, Comedy shows) and press opportunities for F&B employees (Chefs, Leaders, etc.) to show just how much The Mirage offers guests.

MORE MIRAGE.
MORE REALITY.

We wanted to highlight the range of experiences available at the property and focus on what makes The Mirage so unique. We wanted to take our social media accounts further and do more with our content and consistency to help pave the way for a new brand of hospitality in Las Vegas. Our goal was to position The Mirage uniquely among other Strip properties and show guests a more authentic digital experience of this legendary destination.

Public Relations

Crisis Communications

We developed messaging for all external communications including dolphin relocations, employee farewells, and media relations for every step of the Nevada Gaming approval and post sales transitions. We utilized our solid relationships for embargo stories and crisis inquiry mitigation.

Secret Garden Dolphins

UNIQUE VISITORS PER MONTH

552,127,598

ADVERTISING VALUE EQUIVALENCY

$5,894,470.81

Property Sale and Transition

UNIQUE VISITORS PER MONTH

830,196,709

ADVERTISING VALUE EQUIVALENCY

$14,997,720.39

A dolphin leaps out of a pool at the National Conference Center as a trainer watches, surrounded by palm trees, tall buildings, and the innovative spirit of Braintrust.
A man in a black jacket speaks to a group of people in uniforms in a hallway at the National Conference Center, fostering discussion among the Braintrust.

Corporate Communications

Worked with property president, Joe Lupo, to conduct media tours and local media apperances, while creating expert commentary. We positioned him as a thought leader expert and found leadership and profile opportunities for him while also distributing all local announcements and initiatives.

We also created and executed reintroduction to property across local, regional and national media outlets. Our team created new messaging from scratch as well as new photography and social media identities building a new asset library for this iconic property.

Media Stats

UNIQUE VISITORS PER MONTH

10,919,565

ADVERTISING VALUE EQUIVALENCY

$494,651.23

Food & Beverage Communications

We reignited chatter and attention for the F&B offerings at The Mirage by coordinating in-studio media appearances and working with leading outlets such as Forbes. We shined a spotlight on the food, the staff, and the chefs to help encourage more guests to come and taste for themselves.

Media Stats

UNIQUE VISITORS PER MONTH

113,030,204

ADVERTISING VALUE EQUIVALENCY

$1,045,529.38

Collage of Italian dishes including pizza, pasta, salad, and a chef preparing and serving food at the Braintrust National Conference Center.

Entertainment

Braintrust created tailored promotion for The Mirage residency shows. For the iconic show, The Beatles LOVE, we partnered with Cirque Du Soliel and we worked with Hark Rock International to launch their replacement for Aces of Comedy, Center Stage Comedy, including media event coordination with comedic acts.

Media Stats

UNIQUE VISITORS PER MONTH

141,342,711

ADVERTISING VALUE EQUIVALENCY

$7,838,195.49

Two open magazines: one features a magician with cards, while the other, from the Braintrust at National Conference Center, displays pizza dishes and an article titled A Seaside Charmer.

Influencer Activations

Our team implemented an influencer program to help promote specialty education series and menu offerings for the property. We hosted key influencers and VIPs including Perez Hilton and Sawyer Hemsley to experience what The Mirage offers and spread the word to their fans.

People gather around a pool at an outdoor event at the National Conference Center, featuring tables, umbrellas, large decorative letters, and lively Braintrust discussions.

Media Planning

At Braintrust, we believe in letting our results do the talking, consistently delivering excellence in digital marketing. Our goal was to generate more hotel room nights and through collaboration with The Mirage Las Vegas, we developed a digital marketing plan that found great success.

26

MM +

Monthly Impressions Across Multiple Verticals

12.5

x ROAS

on Bottom Funnel Hotel Channels

9

x ROAS

on AI Driven Top Funnel Channels

We leveraged popular hotel channels such as meta, PPC, social, and display combined with emerging technologies such as AI, allowing us to engage with prospects at all steps in the booking journey.Our work with The Mirage Hotel & Casino demonstrates our commitment to driving tangible and meaningful outcomes through smart strategy.

10

x ROAS

on Various Social Platforms

6

x ROAS

on Entertainment

‹ View all Case Studies

Back to top