A lot of casinos make a lot of promises and most of them they can't keep. You've probably heard them all. They tell us things like we can "Win Big" or how they have the "Hottest Slots." I don't know about you, but it's just a whole lot of noise to me. Then, Santa Ana Star Casino comes along and they're not making promises - they're telling us the things we DESERVE – they're telling us our RIGHTS as players. Their new billboards tell us things like: "You Have the Right to FREE Snacks" and "You Have the Right to Not Be Present to Win." It's so refreshing to hear a casino stop making empty promises and start telling us like it is.
Check out the funny TV commercials the Star made for the campaign!
Public Relations – You Have the Right to
ReplyDeleteCasino Category:
Large
Award Category of Nomination:
PR Campaign – Public Relations
Name of Nominated Promotion, Event or Campaign: You Have the Right to
Description:
“You Have the Right to” was launched in December of 2008. This program took the “YOUR Casino” promises that have differentiated us from our competitors throughout the last three years and turned those promises into rights. This is a full scale campaign which includes television, radio, and all other standard marketing channels.
Casino Revenue results: EBITDA is up 10% over the same period of 2007/2008
Ad Agency help: Esparza
Explain distinct competitive advantage: We are the only Casino the country that has taken our branding campaign to the level of turning our promises into “rights”
Other measurable Results:
Our You Have the Right to television campaign reaches over 1 million people annually.
Enhance Casino relationship:
We have been so successful with our branding campaign that we are actually able to take the promises we have made for the past 3 years and turn those into rights for our Guests. These rights have created a relationship with our Guests beyond simply entertaining them, we have created an environment where employees and guests feel like VIPs every time they are at the Casino.