Simply promoting the new MGM MIRAGE Fallen Oak golf course was not enough. We wanted to establish it in the minds–and hearts–of elite golfers throughout the country as a must-play golf destination. Therefore, we gave the course its own voice. A voice that spoke directly to the unique psyche of avid golfers. To both their unrelenting desire to be challenged and their pure love of this historic game. A voice that said, “I am fallen oak, 7,487 yards of possibility and impossible beauty.”