Aruba is closer than you think

Task

Drive a net-new audience of players in the Northeast Corridor to play at Wind Creek Bethlehem Winter 2021.

Challenge

Players who do not currently patronize Wind Creek have comfort, familiarity, and – most important of all – valuable and hard-won loyalty cred with another casino in the area. Getting them to switch on the basis of game offerings is unlikely.

creative strategy

Don’t question where players play. Question if they’re getting the best rewards.

big idea

Your trip to Aruba begins at Wind Creek Bethlehem: the only casino that gives you a guaranteed trip to Aruba every year.

Audience

Players in the Northeast Corridor who currently visit other casinos but have not been to Wind Creek Bethlehem, and players who have a Wind Creek player card that has been inactive for 12+ months.

No one winters like the Northeast. The biting cold and heavy snows are a source of proud commiseration in the region, but beneath that lies the desire to get away.

comms strategy

People on the East Coast are bombarded with “get-away” messages during the winter. To cut the clutter, we need to go big and bold. OOH and experiential are key.

To capture market share from key competitors, placements are in close proximity to other casinos and highly trafficked areas in the NE region (NYC, Atlantic City, etc.)