GAMING
ANGEL OF THE WINDS
Shifting Public Perception: The Repositioning of a Boutique "Resort" Casino
In Arlington, Washington, in the highly competitive Northwest gaming market, Angel of the Winds faced many challenges. It suffered from a lack of name recognition and amenities associated with its larger, better-known competitors. Plagued by an unreadable logo, ineffective brand positioning, and a misguided media plan, as well as a print and radio-driven media plan that invested some 80% of property’s marketing budget nearby, high-frequency markets, Angel of the Winds was fully ignoring the potentially lucrative customer base of nearby Seattle/King County.
Upon Masterpiece’s creation of a new logo, tagline, and branding that encouraged the Adult 25+ demographic of the Seattle/King County DMA to “Xperience the Xcitement,” the creative campaign that followed was also more aligned with media/marketing strategies.
BEFORE
AFTER
Masterpiece shifted 25% of the property's million-dollar advertising budget into the previously neglected digital space. Masterpiece created highly targeted digital campaigns within Seattle and King County zip codes with the highest player and revenue potentials by utilizing the property's player card database. The new branding, messaging, and availability of quality video advertisements also opened up to capitalizing both the broad-based impressions that can be created via Google display advertising and the broader customer age demographics available through digital vehicles such as YouTube advertising.
Combined with broadcast and cable TV spots that cost-effectively targeted well against the property’s predominantly older, female audience, the property was also to be visually introduced to the Seattle DMA, with the month-in, month-out giveaways and promotions that tend to attract the casino gaming demographic. Culminating with its newly created URL and website, winseattle.com, the property successfully targeted and penetrated the Seattle market.
609.344.2400
3101 Boardwalk, Suite #13
Atlantic City, NJ 08401
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