The Venetian Las Vegas stands on one of the fiercest battlegrounds on earth. The Strip is flanked by hotels offering similar amenities at comparable price points. The task was to create a distinguished voice for the resort that could cut through the saturated market.

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Las Vegas has a very unique position in the world. Unlike other cities, where travelers explore diverse neighborhoods, big and small, old and new, the main attraction in Las Vegas is its hotels and their never-ending offerings. Every hotel fights extremely hard to create its loyalists, but many guests switch allegiances on a whim when better incentives arise across the street.

That’s why having a unique voice and visual were critical for the Venetian. The tagline Want The World was aimed to capture our guests’ deepest desire for indulgence. The urge to have it all. In the end, travelers come to Las Vegas to revel in hotel amenities. Our job was to find a way to affirm and reinforce this mindset.

Luckily, a song that was written 50 years ago depicted our guests’ minds perfectly.