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ent000853-004

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ent000853-004
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    University of Nevada, Las Vegas. Libraries

    3 - THE THEME In all advertising, the three hotels featured in this campaign should henceforth be referred to as "The Royal Family. Whether they are "Las Vegas1 Royal Family" or "Howard Hughes1 Royal Family" makes little difference. They can be both, for that matter. The point is that, like true royalty, they are the undisputed, long-term, recognized, never-surpassed leaders of their domain. Of all the resort hotels in Las Vegas. Perhaps in America. Surely there is no other block of luxury hotels quite like, them anywhere. All three in one city, near one another. All with lavish accommodations, huge casinos, star-studded entertainment, extensive sports and recreational facilities. There is equal prestige attendant when you visit any of them. Or all of them. Anything else is lower on the totem pole, not quite the top, farther down in the hierachy of distinguished holiday-ing, playtime-ing, or what-have-you. The royalty theme also gives us a strong and flexible graphic approach. There are many distinctive graphic effects to be gleaned from the assumption of royal leadership. Crowns and coronets. Thrones and scepters. Jewels and riches. Royal purple. Elaborate decorative