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Palms.com Redesign / Palms Casino Resort

Submitted By Liz Branger

Description

Famous for Playboy Bunnies, MTV’s Real World and a constant rotation of celebrities, Palms Casino Resort was the place to be when it opened in 2001. But after a decade of hard partying, the property and brand had become tired.

Palms needed to overhaul its image, property and marketing to appeal to a demographic that was more mature, sophisticated, stylish and spent more money. As a result, Palms invested $50 million in property-wide renovations in an effort to reestablish itself as a premier Las Vegas destination.

And while architects were handling the physical renovation, we were asked to handle the digital one.

The new Palms.com uses responsive and adaptive design principles, so the site looks and feels the same across all digital touchpoints. No matter how guests access the site, there’s continuity to the experience. We also developed an intuitive interaction model for the site by using a modular layout. This created consistency and is especially important considering the cadence with which content will be updated.

To further enhance the cohesiveness of the Palms brand story, we solved an issue that had been muddying the waters of the overall brand. Previously, there was the Palms, the luxury-oriented Palms Place and lots of disparate dining and nightlife brands from the N9NE Group. We unified all these pieces under one Palms brand.

We wouldn’t have delivered fully on the client ask if we didn’t address the client’s main concern: booking. The new user interface provides quick and easy access to booking at all times, with a highly visible booking module persistent throughout the site. This streamlines the interaction process for guests looking to book quickly and efficiently, and creates a higher chance of conversion for those who may be unsure of their decision to book.

Objective

Famous for Playboy Bunnies, MTV’s Real World and a constant rotation of celebrities, Palms Casino Resort was the place to see and be seen when it opened in 2001. Unfortunately, the young adults who flocked to the casino were very good at partying, but not at spending a lot of money.

A decade later, the property and brand were outdated.

Palms needed to overhaul its image, property and marketing to appeal to a demographic that was more mature, sophisticated, stylish and most importantly, spent more money.

As a result, Palms has invested $50 million in property-wide renovations over the past year, in an effort to recapture its reputation as the trendiest resort in Las Vegas.

In October 2012, Palms engaged SapientNitro to recreate the Palms.com experience to align more closely with the new and improved on-property experience, and to bring the recent re-branding efforts to life in the digital space – to let the world know that Palms is the place “where sophisticated style meets genuine substance.”

Technical Challenge

We knew it was critical to deliver a singular message about the new and improved Palms brand, in order to ensure this new positioning really resonated in the minds of those consumers who still associated Palms with The Real World and the Playboy Bunnies. If Palms couldn’t effectively deliver a strong brand experience across various digital touch points, consumers would quickly move on to one of Palms’ competitors, and the eCommerce success that the Palms business owners were seeking would never be realized.

Eight months later, the new Palms.com uses responsive design principles, so the website looks, feels and acts the same across a number of different digital touch points and devices. No matter how users access the site, there is continuity to the experience that helps drive home the new Palms brand.

To further enhance the cohesiveness of the Palms brand story, we solved an issue that had been muddying the waters of the overall brand. Previously, there was Palms, then there was the luxury-oriented Palms Place – a separate tower with more upscale dining venues and amenities. In addition, there were lots of disparate dining and nightlife brands, from the N9NE Entertainment Group. We unified all these disparate pieces under one Palms brand, with a unified look and feel, to enable Palms to tell a more cohesive story.

We placed a strong emphasis on visuals to create a very captivating, immersive experience. Imagery is very dominant, which allows Palms to tell a much bigger and engaging story and helps guests get a feel for what it’s like to be on property.

We developed an intuitive interaction model for the site and brought it to life through a modular layout. This created consistency throughout the site and is especially important considering the cadence with which content will be updated – users will need to know where to go intuitively, because content that was on the site a week ago may be removed and replaced by something new.

We wouldn’t have delivered fully on the client ask if we didn’t elevate the part of the site that was business owners’ main concern: booking.
The new user interface provides for quick and easy access to booking at all times, with a highly visible booking module that is persistent throughout the site. This streamlines the interaction process for those guests looking to book quickly and efficiently, and creates a higher chance of conversion for users who may be unsure of their decision to book upon initially visiting the site, but decide to do so after perusing the site for a bit.

Palms.com Redesign

http://www.palms.com/

Client

Palms Casino Resort

Agency

SapientNitro

Media

Interactive

Market

Tourism and Travel

Credits

Account Executive

Keith Kay

Art Director

Jared Freeden

Creative Director

Cris Strittmatter, Gilles Berube

Designer

Tyler King, Lani Choi, Leon Rubins

Writer

Todd Murphy

Views

12

 

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