Gambling had a very negative connotation on the island due to the prevalence of unregulated gaming machines in small bars in working class areas. So, when the high-end casino Treasure Bay needed an ad, it wanted to overcome that image.
Position the casino as a place for a discerning clientele - respectable and responsible people who just want a little thrill.
A video and print campaign that featured the kind of target audience that would inspire confidence in the brand. Launching charity events to raise money for good cause.