Wednesday
DIRECT MAIL - NEW YEARS INVITATION "Happy Noon Year!"
Just got back from Santa Ana Star Casino's Noon Year's Eve party. That's right, noon. We rang in the New Year a little early this year with a champagne toast. The invitation to the party even included a $5 dollar chip. So, I decided to play Craps for the first time ever. It may be 2009, but I think my new favorite numbers are seven and eleven.
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Direct Mail – New Years Eve Invitation
ReplyDeleteCasino Category:
Large
Award Category of Nomination:
Direct Mail
Name of Nominated Promotion, Event or Campaign: Direct Mail NYE Invitation
Description:
Star Rewards Members were invited to a Noon Years Eve and New Years Eve Live and Swinging celebration. Star Rewards Members were invited to the Noon Years Live and Swinging dinner, dance and champagne toast at Noon or the Live and Swinging celebration dinner and dance in the evening. All guests were invited back to bring in the New Year at Midnight with a champagne toast and live entertainment. Each invitation also had redemption for a $5 dollar chip to bet on any live table game and for a commemorative couple’s photo at no additional charge.
Casino Revenue results:
The New Years Eve event resulted in an incremental profit a 48% increase over the incremental profit of the event held in 2007.
Ad Agency help:
GA Wright
Explain distinct competitive advantage: Although other Casino’s in the market offered some type of New Years Eve celebration, including celebrations at Noon, Santa Ana Star Casino was the only Casino in the state to offer FREE entertainment throughout the day from Noon until Midnight. Our advantage was in our offerings throughout the day which gave our Guests a reason to come to the Casino to celebrate.
Other measurable Results:
Santa Ana Star Casino Food & Beverage Departments experienced a 10% increase in revenue over same day 2007.
Enhance Casino relationship:
The New Years Eve event gives Guests an opportunity to interact with the employees on a more personal level. Employees who normally are not on the Casino floor volunteer their time to serve champagne and party favors to our Guests.