New Year’s Eve
New Year’s is the biggest project I work on all year. Grand Casino Mille Lacs and Hinckley both heavily rely on New Year’s for an end-of-the-year push to hit our revenue targets.
On the advertising side, we treat New Year’s as a mini-rebrand. We skillfully decide where and when to break our brand standards to fit and flex the themes and offerings of New Year’s.
Each property receives its own theme, and the themed invites sent to select Guests are included below.
This is the front cover of the 2026 New Year's invite for Grand Casino Hinckley. Our theme was Adventures in Wonderland. We had to be very careful about copyright infringement. I kept the copy playful and whimsical and, if at all possible, developed a rhyming pattern.
Inside cover image. Our designer, Sara, is a wiz at collage artwork. She's a total genius.
Page 1 of the invitation. fun, descriptive, and engaging.
Page 2 of the invitation. The purple text is variable text. For our promotions, I have to blend the technical, legal, and entertaining.
Page 3 of the invitation. Here is the bulk of the events for New Year's.
Page 5 of the invitation. A sweet send off with a easy-to-scan QR code to push them to the website for more detailed information on their specific offers.
Back page of the invitation.
Grand Casino Mille Lacs New Year's Invitation. Our theme was "Dark Medieval Fantasy" (Aka Game of Thrones). It's an "accordion" style mailer, so the uploaded PNG feels very long, sorry about that. For copy, I wrote in Old English "prose", hence dictation style writing in the introductory paragraph.
This is the back side of the invitation. Mille Lacs has a significantly shorter "celebration period" than Hinckley, since it's Grand Casino's smaller property.