FireKeepers Casino |
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It was time for FireKeepers to turn up the heat on its brand image. The year-old casino, located about 90 minutes west of Detroit, wanted to be known for offering a distinct, Vegas-style casino experience. In addition, they wanted to eliminate any misconceptions that they offered a similar subdued “lodge-like” ambiance that many Native American casinos in Michigan provided.
In fact, the FireKeepers experience is the exact opposite. The minute you walk in the door you can feel the energy, thanks to a unique lighting and sound show that entertains customers continuously. There truly is a Vegas vibe about the place, which seemed to be rubbing off on their players – FireKeepers’ visitors all tend to walk with a bit of swagger. Our insight: a Vegas-style experience is not only about what you see and hear, it’s also about how the place makes you feel. Our multi-faceted “Get Your Vegas On” campaign leveraged the brand equity of Las Vegas and made it synonymous with FireKeepers. But perhaps more importantly, it acted as a rallying cry – inviting guests to indulge in the fantasy and excitement of Vegas close to home. The campaign resulted in huge database growth, increased market penetration and record-breaking revenues. |
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