RESORTS WORLD CATSKILLS
Delivering a 53% increase in unaided awareness with big gains across all brand metrics with a new look and targeted buys.
The challenge
At about a year in, Resorts World Catskills realized they were not only struggling with brand recognition in the highly competitive Northeast market but also in their backyard. Their elite offering just wasn’t coming across to patrons. At the same time, Resorts World Catskills had a sister Resorts World casino only two hours away that featured a similar logo, colorings, and branding. As a result, the luxury Catskills resort was being associated with its more casual counterpart and creating undeniable brand confusion.
The winning approach:
Playtime. Elevated.
A close analysis of brand research, surveys and performance, helped us refine an approach to better connect with high-value audiences. We developed and tested four concepts with select target audiences by segment. The winning approach, “Playtime. Elevated.” highlighted the property’s upscale New York sophistication, while always portraying the Casino Resort as an experience of elevated play, adventure, and limitless possibility. We captured the essence of their upscale offering through a stunning editorial style video and photoshoot, placing their iconic casino building at center stage.
To stand out in New York’s hyper-competitive casino landscape, we had to be smart about our spend and go beyond just spots and dots. The campaign was brought to life through a targeted multi-channel media strategy with a focus on the geographical areas that had potential for higher returns. Using insights from the brand and campaign testing, we developed messages for each target audience, including the following:
Tailored messaging on Social and Display based on interest and site behavior | OOH buys that leveraged mobile conquesting tactics to target locals and patrons approaching the property, as well as competitor patrons with distinct messaging for each | A strategic, flighted TV buy that delivered our three distinct spots to audience segments with a higher affinity for each message
We also identified relevant supporting content that could showcase the brand in a fun and playful way. This approach led to key sponsorships with Wheel of Fortune, prominent sportscasts, and other targeted programming featuring the brand during airtime with mentions, logo, and spot inclusion.
Results
This cohesive and impactful campaign saw immediate engagement and helped drive sales far beyond expectations. A brand lift study was conducted to gauge brand awareness, differentiation, and understanding. We saw an unaided awareness percentage change increase of 53% along with growth in most brand metrics–a full-house for the hotel and a big win for the casino.
The campaign helped drive success in key areas of the business:
Net gaming revenue
MoM at launch
Players Club sign-ups
MoM at launch
Online room revenue
MoM at launch
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