The Connected Hotel

The Cosmopolitan of Las Vegas


The Challenge

The Cosmopolitan of Las Vegas is a unique luxury resort and casino that offers a decidedly different perspective. Located in the heart of the Las Vegas Strip, The Cosmopolitan’s distinct vertical multi-tower design features more than 3,000 guestrooms with residential living spaces, private terraces and breathtaking views of the city skyline. From the resort’s commitment to offering accessible art to its guests, the world-renowned Restaurant Collection, innovative technology offerings and distinct entertainment venues, The Cosmopolitan continues to keep guests guessing with its latest developments. The Cosmopolitan maintains its loyal and devoted guest base, but even its most loyal fans can at times be intercepted by the perceived convenience and value of the Travelocities and Expedias of the world. It’s these online travel agents that the brand is competing with to establish a 1-to-1 relationship with guests. When tasked with the challenge of building strong guest relationships, we knew we needed to create a completely engaging experience – one that’s unexpected from a Las Vegas casino resort.


The Story

R/GA tackled this challenge head on by developing a functionally integrated set of services, experiences, and communications ranging from an integrated brand campaign and connected media system to a Brand AI experience and reimagined loyalty program. This Connected Hotel model drives consumer behavior with the objective of converting a customer’s loyalty on the first or second visit while increasing future direct bookings and overall spend on-premise. R/GA Chicago created these tools and content to provide them with innovative ways to connect with their audience to the brand experience and continue to ignite their passion for The Cosmopolitan as a premiere travel destination.,fl_progressive,q_auto:low,fl_lossy,f_auto,h_700,w_1920/v1561998054/production/file-5d1a32e6087adf13170a6def