A Long Way To Go...

Client B is a 300 machine casino that faces a common challenge in Indian Country… Geography.  They are over an hour and a half from the nearest sizeable city, high-traffic interstate, and there is strong tourism and entertainment (including other casinos) competitive factor.
 

The Challenge:

The initial primary challenges for JamesDugan Casino Marketing were:

  1. How to gain awareness of the facility in a populated area.
  2. How to best encourage the potential audience to "make the trip" to the casino.
  3. How to overcome the objections of a "dry casino", but one that is smoker-friendly.


The Situation:

This casino and hotel is truly a destination, as it is not on a highly-traveled highway (compared to others) and is far removed from population bases.  They have a healthy number of local players, but for real growth, they needed to expand their reach, improve their brand and position, and provide consistency in their communications.
 

The Solution:

We partnered with Client B and immediately performed deep research of their past promotions, marketing, advertising, promotions, audience, brand perception, etc.  We also polled and researched the nearest sizeable population base to understand the geographical hurdles.

We first acted to "get the house in order" by updating promotional designs, newsletter/calendar graphics, slightly evolved the brand, and worked to develop standards for all messaging within and outside the property.  The development of a new website ensured that, as the new audiences were being exposed to Client B’s messages, they would have an enjoyable, branded experience while visiting their website. We also strategically planned expanded billboard exposure to capture more audience in and around the population bases, along with a strategic TV, radio and print campaign.  Digital marketing and consistent Social Media efforts are also part of the plan.