Challenge:
A Native American casino in Yuma, Arizona was experiencing a noticeable trend in decreasing revenues from end of Summer 2007 compared to that same time period in 2006. The casino looked to Advanced Marketing Strategies to come up with a Holiday promotion at the end of 2007 to spark player interest to try to reverse the declining trend.
Strategy:
Advanced Marketing Strategies created a giveaway promotion targeted to the local demographics of the Yuma market. The promotion was called “Big Red Sled” and spanned over a 2-month period. The “Big Red Sled” involved giving away a brand new red truck to one lucky winner in mid-December. The winner had a choice of a 1500 or 3500 truck model.
Advanced Marketing Strategies developed a creative campaign that capitalized on the Holiday season and the “Big Red Sled” promotion. Campaign included radio, television and print.
Results:
With the targeted giveaway prize and clever creative execution, casino revenues increased by 3.2% in December 2007 compared to the previous year. Additionally, the average coin-in on the Tuesday giveaway increased by 56.3% as compared to an average Tuesday coin-in. The casino also sighted a crowd so large at the casino, that the parking lot was experiencing traffic difficulties.
“The Big Red Sled was probably our most successful promotion ever.
Nice collaboration effort. Leaving the parking is going to be like trying
to leave after a concert; except that the large lot space normally reserved
for the show was also full of cars. But that is a good problem to have.”
Barrett DeFay – Marketing Director, Paradise Casinos
