Guerrilla Marketing

Angry ShowgirlsOne of my proudest, most high-profile achievements at Caesars Entertainment was a guerrilla marketing campaign in support of the company’s No Resort Fees policy, a differentiator along the lines of Southwest Airlines’ Bags Fly Free policy.

The campaign began with teaser photos posted online with an off-tone image of a scowling showgirl and the tagline, “The showgirls are angry.”

We then produced a pair of YouTube videos that revealed the source of the showgirls’ anger: the resort fees charged by Caesars’ competitors, and announced the culmination of the event: a “rally against resort fees” where we closed down the Las Vegas Strip in the middle of the day and had 50 showgirls in full headdresses and regalia marching in a publicity stunt that earned coverage in local and national media, all raising awareness of the Caesars No Resort Fees policy.

Ironically, Caesars later reversed the policy. Awkward.