That’s M-I-S-S-I-S-S-I-P-P-I, right?
Client | MS Gulf Coast Tourism
There are some folks who prefer their vacations confined to the sterilized walls of their hotel, sipping drinks with tiny umbrellas and eating what some executive “chef” is trying to pass off as “local” cuisine? You know, kinda tame.
The Mississippi Gulf Coast is the perfect spot for those who seek more, who wanna get untamed. For those who want to ditch the guidebook and discover. It’s the perfect spot to hunt for hidden places, meet interesting people and come back with story after story after story. It’s a place full of raw beauty and tons of adventure. In fact, we once read that the Mississippi Gulf Coast offers more adventure per capita than any other state in the union. True story.
Hey Tree, I think I love you.
Spreading Abrorly Love
Client | TreePhilly
In Philadelphia, we’re passionate about our sports teams. But we’re also pretty passionate about our one-trunked friends, trees. So when our friends at TreePhilly, a division of Philadelphia Parks & Recreation, came to us with the goal of helping Philadelphia become the greenest city by getting folks to adopt trees, we were up to the challenge. First, we coined the phrase City of Arborly Love, a play on City of Brotherly Love, obvi, to capture the love we feel for trees. Andfrom there, everything just sorta took off. A press conference with the mayor and our Barry White inspired Spokestree (trademark pending). Love notes that encouraged users to hashtag and join the lovefest. Artfully crafted transit signs beautified subway stations and busshelters. And finally, TreeHarmony, a website that matched a perspective tree adopter with their SoulTree.
Did it work? Well, over 3,000 trees found a firever home in the spring and the fall. Boom. Or should we say, “Bloom.”
Welcome to Boomtown.
Client | Boomtown Casino
Pinnacle Entertainment’s iconic Boomtown brand was tired, bland and relegated to an afterthought by many. Until Masterminds came in and brought some noise.
To jump-start an image overhaul, we hit the books, the pavement and the coffee until we unearthed the insight that people were into the local vibe and familiarity of Boomtown. It wasn’t just their casino. It was their joint. A place where they could knock back a few drinks among friends, get into a little trouble and just be themselves.
To bring this “speakeasy” experience to life, we created the “Welcome to Boomtown” campaign complete with a rich backstory. Boomtown was reloaded with a provocative attitude and a brash, bold look. Not unlike those customers who are the heart and soul of this joint.
Meet the heroes behind the heroes.
CLIENT | BATTLESHIP NEW JERSEY
Every Batman has his Robin. The lesser-known guy behind the scenes. It was this type of unsung hero that the Battleship New Jersey, now a floating museum on the Camden Waterfront, was set to spotlight with the new “City at Sea” tour.
The tour took visitors into the rarely seen areas of the Battleship - the doctor’s office, dentist’s office, laundry room, TV studio, barbershop and post office - where the “heroes behind the heroes” thrived. The campaign pulled off some heroics of its own, but fortunately none of us were forced to wear spandex. Though some may have voluntarily.
I am Fallen Oak.
CLIENT | FALLEN OAK GOLF COURSE
Most of us at Masterminds are pretty handy with a 7 iron. So when MGM MIRAGE asked us to take our best shot at launching their new Tom Fazio-designed golf course, Fallen Oak, we were game.
The research was tough, and included many, many, exhausting hours on those perfectly manicured greens. We ultimately discovered that the course had a personality all its own, and to highlight this to our audience of elite golfers from around the country, we gave it its own voice. One that spoke directly to the psyche of avid golfers, who we knew wanted nothing more than to put their game to the test against the best. A voice that called, “I am Fallen Oak, 7,487 yards of possibility and impossible beauty.”
The golfers answered and came in droves. Unfortunately for us, we eventually had to leave.
Discover something unique.
CLIENT | THE PHILADELPHIA ZOO
Hippos. Illusive giant elephant shrews. Ring-tailed lemurs. We love everything about the Philadelphia Zoo. So when they approached us to help boost their attendance during the winter months, we were all over it.
The challenge was not only to create awareness that the zoo was open year round, but to also prove that it was worth going to, even in the brutal cold. To solve this, we settled into our natural habitat – messy office desks filled with the warming glow of laptops. Eventually, in true survival of the fittest fashion, we landed on the insight that smaller crowds gave visitors the chance to linger a bit longer and discover something unique that they may have missed during more crowded visits.
NON -TRADITIONAL MEDIA
CLIENT | BEAU RIVAGE RESORT & CASINO
Located on the Mississippi Gulf Coast, MGM MIRAGE’s Beau Rivage is a resort casino that draws plenty of out-of-state visitors. So when it came time to think of a new way to make this segment take notice of The Beau, we decided to take our creative talents to the first place this audience sees when they hit up the Gulf Coast – The Biloxi Gulfport Airport.
Figuring they were already stressed out from flying, our intent was to give travelers a sense of R&R, asap. Our big idea was to transform the bag belt into a refreshing pool, complete with real water and real bikini models. And when the airport said, “no,” we created the illusion of a refreshing pool with some really cool imagery. It grabbed travelers’ attention – and we grabbed plenty of awards. Splish splash.
Nothing’s greater than this.
FACEBOOK + POCONOS = GREATNESS
CLIENT | POCONO MOUNTAINS
Pennsylvania’s Pocono Mountains Visitors Bureau [PMVB] turned to Masterminds to help launch their seasonal campaign, which included two major media markets—and a gutted budget. To solve this problem, we did what we do best. We made some hot chocolate. Then we did the other thing we’re not too shabby at – we got creative.
“Life’s Greater in the Pocono Mountains” is a multi-channel campaign which compared our audience’s hectic city life with the kick back ‘n’ relax offerings of the Poconos. The campaign featured the “Greater Maker,” a social media game that allowed fans to take a break from posting pictures of their meatloaf dinner and instead create their own “greater than” equation to share with their friends. It was an easy way for the PMVB message to be extended into big markets without draining the budget. More importantly, it was fun as hell to play.