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Casino
of the Sun
Client summary:
 Casino of the Sun is owned by the Pascua Yaqui Tribe, and located 5 miles west of I-19. The Tohono O’Odham nation’s Desert Diamond Casino is east of I-19, and closer to most Tucsonans.
When asked, most Tucsonans could not differentiate between the two casinos. Perception of quality was lower than normal for the category. Revenues were considerably lower than its competitor.
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Project outline:
In 2 1/2 years, H & M created, developed and implemented a complete marketing /branding /advertising campaign that doubled gross revenues (handle in vs. handle out) without increasing the advertising budget.
The tagline “Come On & Play” used a Big Band theme to target both the predominant older demos, while still attracting younger demographics interested in gaming. The media mix and demographic target were changed dramatically to penetrate the target audience more efficiently and effectively.
H & M also developed a multi-media public relations campaign designed to show the positive impact of Indian Gaming on the lives of tribal members, and help pass legislation extending Indian Gaming contracts in Arizona. The legislation passed. The Tribe was able to expand its operation and build a second casino.
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