STEP INTO THE WORLD OF
At this spirited intersection where Venice meets Vegas, guests are invited to get lost in luxury and blissfully immerse themselves in a surreal, dreamlike experience where the art of Italian living and the thrill of Las Vegas come together to form endless possibilities. From fine dining and lively casinos to canals, gondoliers, and top-tier entertainment, our guests will come to understand the Italian expression:
“SIAMO STATI BENE”
WE HAD A GOOD TIME
The Venetian Resort sits at the top as the overarching brand. The Venetian Towers and The Palazzo are two twists of the same canal, both embodying their own unique tone of voice. This section will help differentiate the two experiences.
OUR DREAMSCAPES
Where Luxury Excites The Senses
Where Luxury Comes To Play
The Venetian Towers are our reimagining of a bustling Italian piazza. An extravagant and spirited escape from the every day, guests will experience the electric rhythm of life by surrounding themselves with stunning frescos and sculptures, authentic gondolas, a lively casino, and more food, drink, and entertainment than we could fit in this paragraph.
The Palazzo is our palace of Italian indulgence, a destination within a destination. This is where elegance resides and time slows down so life’s pleasures can be fully appreciated. Tucked away from prying eyes, the most discerning of guests can let loose, trade ritual for spontaneity, and marvel at everything while worrying about nothing.
OUR DNA
THE VENETIAN TOWERS
THE PALAZZO
Our Persona
THE
MAGNATE
A PERSON OF TRUE INFLUENCE
OUR PERSONA
THE
SOPHISTICATE
A PERSON OF EXQUISITE TASTE
Our Attitude
ROLL THE
DICE & SEE
OUR ATTITUDE
CONFIDENT
& ALLURING
OUR ENERGY
ANYTHING
IS POSSIBLE
Our eNERGY
CAREFREE
INDULGENCE
OUR ITALIAN ESSENCE
LA DOLCE VITA
THE SWEET LIFE
Our Italian Essence
SPREZZATURA
EFFORTLESS ELEGANCE
OUR GUESTS
THE VENETIAN TOWERS
THE PALAZZO
Bought into the themed aspects and to playing along
Happily bouncing between momentS of splurging and moments of mindfulness
Traveling in a group but want to draw on the energy of others
Seeking excitement from a first or infrequent trip to Vegas
Discerning and desire luxurious surroundings
Unaffected by price, with income to indulge freely
Traveling in a group that creates its own energy and inertia
Seeking indulgence that spoils the senses
THE VENETIAN RESORT
BRAND VOICE
Writing for The Venetian Resort Las Vegas can be filled with twists and turns. But we like to think of our voice as a maestro navigating a gondola down the canals. Our job is to engage with the guest and confidently lead them on a memorable ride. Have fun. Sing loud. Embrace the spectacle. But stay in control. Our audience is looking to be entertained. It’s up to us to control how that happens. No matter a first-timer or returning guest, we should always come across as welcoming and confident, never arrogant. We speak to the guest like they’re a friend of a friend. While we want to convey an air of luxury and class, The Venetian Resort should never feel or sound condescending. As is the case with the gondoliers in Venice, you should be knowledgeable of our surroundings: Italian architecture, art, culture, and tradition. But we aren’t here to teach an AP history class. No one comes to Las Vegas to be bored. But facts and historical references can be an entry point to a compelling thought. When alluding to or writing toward any of these elements, include a twist of wit or humor.
REMEMBER...
Italian gondoliers all wear the same outfit and have for centuries. But each one brings their own flair to the ride. Writing for The Venetian Resort is a performance, and the best performers are willing to improvise and add their own lilt. So go with the flow, keep the destination in mind, and with one hand on the oar, you’ll safely navigate the twists and turns of the canal.
CHANNEL MARKERS
There are no steadfast rules to writing in our tone of voice, but rather channel markers to help guide your way. What follows are a few of those markers.
1. WRITE WITH YOUR HANDS
Italians are effusive speakers. From lively expressions to hand gestures, Italians communicate in big and colorful ways. Similarly, we should write the way Italians speak—with energy and passion. Don’t be afraid of drama or hyperbole. And if you find yourself wanting to make a hand gesture when reading a headline or line of copy, it’s probably right.
2. INFLUENCE OVER FLUENCY
While The Venetian Resort Las Vegas has strong ties to Italy and proudly celebrates its art and architecture, we’re not trying to replace Italy. Our writing and tone can draw inspiration and influence from Italian culture, but we should avoid the overuse of Italian words and phrases. If you use it, put a twist on it. Get it? Got it? Bene.
3. EMBRACE THEATRICS
The Venetian Resort is ambitious and luxurious. But also theatrical. After all, we have indoor canals, a replica of San Marco’s Bell Tower, and bellowing gondoliers. Let’s embrace the spectacle in our writing. Yes, we are sophisticated. But sophisticated doesn’t have to mean serious. Rather, write with a sense of wit that celebrates our theme and the details that make us unique.
4. OBSERVE THE TRUTH
The best writers are as much observers as they are storytellers. When writing, start by making an observation about The Venetian Resort. It could be a mindset, a feeling it invokes, or a unique situation guests may find themselves in. Observe a truth, then tell a story.
5. VENETIAN, BABY!
While we love Las Vegas and everything the city represents, we’re not here to share the spotlight. Forget the tropes and clichés. No “Vegas, baby!” Instead, we prefer to keep the focus on us. The Venetian Resort is the draw; being in Las Vegas is a bonus.
6. GIVE EXCLAMATION A POINT
Exclamation marks can be a powerful tool. But when overused, they cheapen the message. Our energy should come from the words themselves. But if the situation calls for it, we’re not opposed to giving a thought some extra oomph. Use them sparingly and judiciously.
7. WHAT’S IN A NAME
We are The Venetian Resort Las Vegas. But using our full name frequently can feel tedious and formal. After establishing our name in long copy executions or in moments that call for a more conversational tone, we can shorten our name to The Venetian Resort. But never just “The Venetian.”
TONE IN USE
HEADLINE EXAMPLES
THIS
NOT THAT
SAMPLE
WELCOME SMS MESSAGE
Welcome to The Venetian Resort Las Vegas. Please consider this your digital equivalent of three kisses on the cheeks. We’re honored to have you as our guest and look forward to making your stay as comfortable and satisfying as possible. If you need anything, simply reply to this message with your request. Our Team Members are always available and happy to assist. So make yourself at home and, if you haven’t already, try on the robe in your room. It’s divine.
THE PALAZZO
BRAND VOICE
Close your eyes. Imagine a place where luxury itself would go to vacation. Not just indulge but truly get away from it all. Every desire and whim is within reach. Almost recklessly carefree as it savors every moment of unbridled splendor with its closest friends, celebrating over food, wine, and stories.
Now, open your eyes. That place is The Palazzo, an indulgent destination within a destination. Just as The Palazzo experience is sophisticated and delightful, so too is the way we speak and act. Our character and personality shine as brightly as our surroundings. Elegant. Glamorous. Irreverent. Confident. Flashy. Sexy. A touch of mischievousness. This is how we speak Palazzo. Overthinking things? Don’t. Here, bold Italian glamour meets the charm of Italian insouciance. Everything comes naturally, albeit with beauty and confidence. That is the essence of sprezzatura, and The Palazzo embodies that spirit of effortless elegance perfectly.
CHANNEL MARKERS
There are no steadfast rules to writing in our tone of voice, but rather channel markers to help guide your way. What follows are a few of those markers.
1. No Contest
We love both our children equally. So when talking about the grandeur of The Palazzo, we must be careful not to imply The Venetian is anything less than extravagant. And vice versa.
2. Less Theme, More Indulgence
The Palazzo may not go all in on the Italian theme, but it still retains a luxurious Italian vibe. In lieu of singing gondoliers and inspiring frescos, we offer an intimate and elevated experience full of exquisite details. Refined, elegant, alluring, The Palazzo is an Italian masterpiece that focuses on luxury, gaming, and indulgence.
3. Luxury By Its Own Name
We mention the luxury of The Palazzo quite a bit. And for good reason! The Palazzo defines luxury as having the space and time to live richly, confidently, and carefree. The way we allow our guests to do this is by anticipating their desires before they have the opportunity to do so.
4. It’s The Palazzo
The Palazzo is a destination within a destination, an elegant space that stands on its own. We should refer to it singularly as ”The Palazzo”—never The Palazzo Tower or The Palazzo Hotel. However, The Venetian Resort still deserves brand association and ownership for The Palazzo. We can acknowledge this by either showing The Palazzo at The Venetian Resort logo or mentioning it one time in long-form copy.
5. Great Expectations
When describing the luxury of The Palazzo, we set the bar high. Our guests are affluent and have great expectations of their trips, whether for business or personal vacation. From our tone of voice on the website to a greeting from a doorman, it’s our job to exceed expectations and then some.
6. Comes From Within
The Palazzo isn’t next to, right beside, or steps away. When describing the location of The Palazzo, we should position it as being ”within” The Venetian Resort.
TONE IN USE
HEADLINE EXAMPLES
THIS
NOT THAT
