RESORTS WORLD CATSKILLS
The 30,000 foot view
Resorts World Catskills, a luxury gaming resort in upstate New York, needed more than just a refresh—it needed a bold resurgence. The brand was ready to reset the table: reignite awareness, attract new guests, and create separation from its nearby sister property. With ambitions to drive net gaming revenue, increase online room bookings, and boost Players Club sign-ups, the goal wasn’t just visibility. It was loyalty, legacy, and long-term growth. WMX stepped in with a rebranding and media strategy that fused striking creative with surgical media precision.
From redefining the brand’s visual identity to executing across channels with a performance-first mindset, we helped Resorts World Catskills not just return to relevance but dominate its category. Unaided brand awareness jumped 53%, performance metrics surged across the board, and a clear market leader was born. This wasn’t just a relaunch—it was a full-scale repositioning, built to win.
The challenge
After its first year in-market, Resorts World Catskills found itself at a crossroads. Despite premium amenities, the brand was struggling to stand out in the competitive Northeast casino landscape. Consumer confusion between the Catskills property and its sister location just two hours away further diluted brand clarity. And while the offerings were high-end, the perception didn’t match. To turn things around, Resorts World needed to cut through the noise with clarity, confidence, and a campaign that would fuel awareness, acquisition, and long-term loyalty. It wasn’t about playing it safe—it was time to go all in.
The solution
PLAYING THE MEDIA SPEND CARDS RIGHT
To reposition Resorts World Catskills as a must-visit luxury casino destination, WMX built a high-impact, multi-channel media strategy engineered for immediate traction and sustainable lift. Key tactics included:
- Geo-targeted media across high-value markets throughout the Northeast to capture qualified attention
- Tailored messaging for distinct segments, executed across Social, Display, TV, and Out-of-Home to boost resonance
- Strategic TV buys and sponsorships including Wheel of Fortune and regional sportscasts to enhance reach and brand credibility
- Mobile conquesting to intercept travelers en route to competitor properties
- High-production brand content including editorial-style video and photography that spotlighted the property’s upscale offerings
- Creative A/B testing across four distinct concepts, optimized in real time through a blend of performance and brand health data
- Brand lift study to measure awareness gains, brand clarity, and campaign impact
The results
The campaign delivered results worthy of a winning hand—and then some. Resorts World Catskills saw immediate, measurable growth across critical KPIs. The brand lift study confirmed that the market got the message loud and clear: +53% increase in unaided brand awareness and notable improvement across key brand metrics including perception, consideration, and differentiation. And in terms of hard numbers:
MoM increase in net gaming revenue at launch
MoM increase in Players Club sign-ups
MoM lift in online room bookings
With a revitalized identity, reenergized performance, and real momentum behind the brand, Resorts World Catskills gained more than just attention—it gained traction. WMX turned a regional player into a destination of choice, proving once again that when performance meets purpose, the house doesn’t just win—it leads.
