CASINO PROMOTIONS
SITUATION
Marshall Fenn is the agency of record for Miami Valley Gaming a new casino that opened in Ohio, in December 2013.
Competition for player dollars and loyalty in the area was strong. Advertising was vital to positioning MVG as Ohio's newest and best place to play. Advertising focused on Ohio centric messaging with the state's lucky buckeye taking centre stage. A unique proposition that would help MVG stand out in the crowded market.
RESPONSIBILITY
As a player in a two person account team I used organizational and interpersonal skills to ensure that TV, print, radio, OOH and digital campaigns were executed on time and on strategy. Working directly with MVG and agency creative teams, I lead projects through briefing, creative development, studio production and execution all while ensuring client expectations and budgets were met. This also included strategic planning with media and client.
Together we executed a multi-disciplined campaign featuring two characters from the fictitious Lucky Buckeye Company, whose prime product was to ensure that every buckeye at Miami Valley Gaming was a “lucky buckeye.” The campaign ran across conventional and cable television, radio, OOH (billboards and bus wraps), print, website, digital, social media, place-based ads (Dayton Airport/Cincinnati Outlet Mall) and community engagement through various local sponsorships.
RESULTS
In its first year of operations, MVG exceeded its objective for revenue by 20%, raking in over $119 million, making it the third-largest casino amongst the closest competitors. Also, the original objective of acquiring 50,000 MVG Club membership sign-ups was beaten three-fold with just over 150,000 sign-ups. The industry standard of “revenue per slot machine” was second-highest in the market at $207 per machine per day. As the additional revenue had very little additional expense attached to it, the company’s net income increased more than 25%.