We needed to re-energize the Beau Rivage brand and start a new conversation with the consumer. The story we created wasn’t about the 2,100 slot machines, well-appointed guest rooms or high-end steakhouse. It was about how Beau Rivage changes its guests. Whether for a night out or a weekend, the resort “transforms” people in more ways than one. This “transformation” was at the heart of everything we had to say.