The Challenge:
A major competitor of Paradise Casinos has just opened a new resort and casino facility. Paradise Casinos’ new resort would not be open for another year. As a result of the enhanced competition, Paradise was experiencing a decrease in player visits by an average of two per year.
Process:
Based upon our customer surveys and additional research, AM Strategies put together a strategy to remind players that Paradise was the place to go for slots; table games; big payouts; players club benefits; fine dining and entertainment. The “What If?” campaign was designed to make Paradise stand out from their competition. In addition, the campaign would be fully integrated, including: TV; radio; print; billboards; online; mailings; e-mail and throughout the casino. Templates were developed by AM Strategies Creative and provided to the Paradise Casinos marketing staff so the print insertions would mirror the overall campaign. Finally, a vigorous re-activation campaign was instituted to attract and invigorate lapsed Player’s Club members.
Results:
Player revenues increased by 4% within the first month of the campaign launch.
