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Nearly 20 years after its founding, The Venetian rolls out its first TV spot

The Venetian, one of Las Vegas’s premier resorts, has rolled out a quirky TV spot called ‘Come As You Are’ that plays up the anticipation of travelers before they embark on a vacation.

According to The Venetian, this is the first time the hotel has aired a commercial since it was founded 17 years ago. The spot is part of a larger campaign that includes social media & print elements and aims to differentiate the hotel from other Vegas resorts by showing off the unique attributes of its guests rather than its amenities.

The campaign was created by LA-based agency Zambezi and was directed by Autumn De Wilde, who has worked with brands including Prada and Keds. It was led by The Venetian’s chief marketing officer Lisa Marchese, who joined the resort earlier this year after spending five years in the top marketing role at The Cosmopolitan in Las Vegas.

According to the brand, the campaign was designed to “not only celebrate the character of The Venetian Las Vegas’ guests and the excitement of travel, but also to tap into the changing definition of luxury.”

Of the campaign, Marchese said: “Today’s luxury is defined by interesting and story worthy versus important and exclusive. The campaign embraces this trend of being likeable, inclusive and most importantly, interesting rather than self-important.”

The spot, which features the song ‘Tintarella di Luna’ by Italian singer Mina, debuted during the opening ceremony of the Olympics last week in markets including New York, San Francisco, Chicago, Dallas and LA. It will continue to run throughout late October. Print ads will run in publications including Vanity Fair, Condé Nast Traveler and Food & Wine throughout the rest of the year.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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