RESORTS WORLD CATSKILLS
The 30,000 foot view
Our relaunch of the Resorts World Catskills (RWC) gaming resort in upstate New York resulted in eye-opening results for the troubled brand. Thanks to our creative vision for a powerful new visual identity and expertly curated media purchases, WMX secured a 53% surge in unaided awareness and gained substantial improvements across all brand metrics.
Our efforts successfully captured the attention and loyalty of RWC’s target audience, differentiated it from its sister property, and helped boost the resort’s net gaming and online room revenue, plus increased Players Club sign-ups for the brand. If you need a brand boost, always bet on WMX.
The challenge
After a year in operation, Resorts World Catskills faced complex challenges. The resort struggled to stand out in the competitive Northeast gaming market, and it needed more brand recognition. Additionally, the resort’s prestigious offerings didn’t impress its patrons. To further complicate matters, RWC’s sister casino was located just two hours away and shared similar branding, which added to the brand confusion. It was clear that Resort’s World needed a new lucky streak and an informed strategic intervention to hit the brand recognition jackpot.
The solve
HEDGING OUR BETS WITH A/B TESTING
By conducting a thorough analysis of brand research, surveys, and performance data, we were able to fine-tune our approach and establish stronger connections with high-value audiences. To achieve this, we relied on A/B testing and developed four carefully crafted concepts, tailoring them to specific segments within our target audience. This systematic process allowed us to refine our strategies and ensure optimal resonance with our intended recipients.
WINNER, WINNER. CHICKEN DINNER!
Audiences loved our Playtime. The elevated concept beautifully showcased the property’s refined sophistication while consistently presenting the Casino Resort as a realm of elevated play, adventure, and boundless possibilities.
SMILE FOR THE CAMERAS
To capture the essence of the resort’s upscale offerings, we produced an editorial-style video and photoshoot, with the iconic casino building taking center stage. The result was an exciting snapshot that successfully encapsulated the luxurious experience awaiting guests at Resorts World Catskills.
PLAYING THE MEDIA SPEND CARDS RIGHT
To make the Resorts World Catskills property stand out in New York State’s hyper-competitive casino landscape, we recognized the need to be strategic and innovative with our media spend. Merely relying on traditional advertising methods wasn’t enough. So, we embarked on a comprehensive multi-channel media strategy beyond mere spots and dots. Our approach was centered around targeting specific geographic areas with the potential for higher returns.
By investing our resources wisely and leveraging the power of multiple channels, we brought the campaign to life in a way that ensured maximum impact and optimal results.
RIGHT MESSAGE, RIGHT PLACE, RIGHT TIME
Using insights from brand and campaign testing, we developed tailored messages for each target audience:
- Customized social and display messaging based on interests and site behavior.
- Strategic OOH buys with mobile conquesting to target locals, approaching patrons, and competitors, each with distinct messaging.
- Flighted TV ads consisting of three unique spots to audience segments with higher affinity.
- Key sponsorships with Wheel of Fortune, sportscasts, and targeted programming, featuring brand mentions, logos, and spots.
This comprehensive approach ensured personalized engagement, maximizing brand visibility and impact.
The results
This seamless and powerful campaign was pivotal in driving success across critical aspects of the resort’s business. It delivered exceptional results, surpassing sales expectations and generating immediate engagement for RWC.
A brand lift study assessed the campaign’s impact on brand awareness, differentiation, and understanding. The findings were remarkable, showcasing a significant 53% increase in unaided awareness and notable growth across various brand metrics.
This campaign was a full-house win for brand recognition and an absolute jackpot for the casino. This goes to show that when the stakes are high, WMX is all aces!
Net gaming revenue
MoM at launch
Players Club sign-ups
MoM at launch
Online room revenue
MoM at launch
See what your brand can look like from 360 degrees.