Design Element Matrix Triangle in Lavender.

We transformed The Mirage

We refreshed The Mirage

to delight a new generation

of Vegas travelers.

A new generation of Vegas travelers inspired to dream.

Today’s travelers expect more. Upscale amenities. The latest attractions. Seamless, tailored experiences. Despite continually updating its offerings, The Mirage Hotel & Casino just couldn’t shed its reputation as your grandparents’ version of Vegas. To attract modern visitors demanding to be impressed, the original icon of The Strip needed to reinvent itself.

EFM rebranded The Mirage around attainable aspiration and invited audiences to Dream With Your Eyes Open™. As agency of record, we elevated the property’s sense of wonder and promise of the unexpected across on-site activations, digital initiatives, and more.

For the first time in over a decade, The Mirage would inspire potential guests to imagine their own personal Las Vegas paradise.


Customer & Market Intelligence, Persona Development, Campaign Development, Messaging & Content Strategy, Retail Harmony, Store-in-store Design, Print Creative, Digital Assets

What good is a makeover if you’re not turning the right heads? Millennial, Gen-X, and Boomer travelers. These were the segments we were after. Armed with detailed personas, we mapped out the decision-making process for each audience, layering in key drivers along the path from awareness, to consideration, and ultimately, conversion.

Starting from the consumer journey allowed us to develop a smarter, multi-channel media strategy, complete with targeted offers and personalized content delivered at just the right time and place to influence booking decisions.

Dynamic storytelling with a journey-first approach.

Building a new identity on a solid foundation.

For a brand aiming to set itself apart, stock assets were not an option. Especially, when you’re a Las Vegas mega-resort home to sparkling pools, five-star restaurants, and a secret garden full of exotic wildlife. Our team built an extensive asset library of lifestyle, food, and architectural photography and video, with an eye toward cutting redundancies, finding efficiencies, and supporting the many stories waiting to be told.

Premiering the new brand for The Mirage was just the beginning. For change to truly take hold, every attraction under The Mirage umbrella needed to be fully aligned. From on-site restaurants and house shows, like Boyz II Men, to Siegfried & Roy’s Secret Garden and Dolphin Habitat, we carried the new brand through to every corner of the property.

Brand new, inside and out.


28% Increase in revenue YOY

42% Increase in Average Daily Rate YOY

66% Increase in online room conversions YOY

231% Lift in booking intent (within 6 months)

153% ROI for Paid Search (non-branded terms only)