Boomtown Casino |
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Pinnacle Entertainment had a bit of a problem on their hands. Their Boomtown Casino brand was getting a bit dull and dusty, even bordering on irrelevancy. Masterminds was challenged with breathing new life into this iconic brand and giving it a much-needed image overhaul.
To tap into a brand voice that would be uniquely Boomtown, we looked closely at their loyal customers. Our insight: people valued the local vibe and sense of familiarity the Boomtown experience provided. Boomtown was their joint. A place where they could let their hair down, get a little loud and perhaps drink a little too much – like an old-time speakeasy where everybody knew everybody. Masterminds didn’t just give Boomtown a fresh image. With the “Welcome to Boomtown” campaign, we reframed Boomtown’s backstory and brought the core strengths of the Boomtown experience to life. The brand voice took on an attitude that was fun, familiar and provocative. Kind of like a best friend that knows all your secrets. And the look – well, nothing fancy – just a bit brash and bold, like the loyal customers who are the heart and soul of the joint. |
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