The brand idea, “Just the right amount of wrong,” was played out across a variety of touch points to create a comprehensive integrated launch campaign. There were teaser print ads, brand print, outdoor, and a 60-second brand TV ad. The brand idea also formed the criteria for the in-hotel brand experience, such as “Just the right amount of wrong” room packages, like “Book a room for 3 adults and only pay for 2”, or the “Nightcap with your breakfast” package.

A month before the hotel opened its doors, 79% of those aware of The Cosmopolitan of Las Vegas said they would visit. On the third weekend they were open, The Cosmopolitan sold out – something it took the Aria, a competitive luxury property, 11 months to achieve. The Cosmopolitan has been sold out every weekend for the last three months.