Station Casinos is launching From Dust to Gold, a marketing campaign to highlight the demolition of its storied past and to celebrate the new opening of Palms Casino Resort in Las Vegas.
The multifaceted campaign presents the Palms’ vision of ushering in a new era of Las Vegas by destroying the old. With a collection of new restaurants and entertainment venues, completely remodeled casino floor and property-wide contemporary art program opening today, the campaign is the first official property invite to both travelers and locals alike to finally come experience the beginning of what will be Las Vegas’ most elevated destination. Throughout the next twelve months, Palms will also unveil new restaurants from award-winning celebrity chefs Bobby Flay, Michael Symon and Marc Vetri, along with the highly acclaimed “Vandal” restaurant brought by TAO Group from New York City. These exciting new venues will be joined by spectacular new nightlife and daylife concepts in partnership with Tao Group, as well as retail partnerships.
The $620m multi-phased reimagination of the property is celebrated in the creative, showcasing the dualities of both destruction and progress: to destroy is to progress. From Dust to Gold captures Palms’ contributions to Las Vegas as a leader in pop culture, food and entertainment, but also highlights its evolution by staking claim in new territories such as art and design.
“With the kickoff of our ‘From Dust to Gold’ campaign, we are giving a nod to our heritage, showing off everything that is shiny and new, and providing you a preview of the many incredible things to come at Palms,” said Jon Gray, General Manager of Palms. “Taking the vision we provided for the property, AKQA Portland and New York, along with Prettybird and Paul Hunter, have created a visual masterpiece that truly captures the evolution of our brand and inspires guests to come experience our completely reimagined property.”