Branding Strategy

By: Safiyyah Abdul Hamid

Project: While Las Vegas Sands Corporation actively pursues sustainability as a core component of its business operations, the organization was challenged to determine the best way to unite the vast array of initiatives and sustainability features that exist globally across their property portfolio and at the corporate level. Gaming, an integral part of their business model, often presents a challenge in messaging because it is can be seen at odds with sustainability principles. In consultation with both the Las Vegas Sands corporate sustainability team, as well as the Sands Bethlehem sustainability and marketing teams, the SGE Immersion team developed a proactive, forward‚Äźlooking environmental sustainability branding and marketing strategy for the Sands ECO360 program. Utilizing existing best practices (including best practices in gaming and hospitality sectors), the strategic analysis provided recommendations on how to best design and implement such strategy that could be aligned with the overall Las Vegas Sands brand and property brands.