Sometimes the best-laid plans need a little improv.
Branding & Advertising
Paid Media
A major expansion creates an opportunity to give people a new reason to visit.
Quil Ceda Creek Casino was preparing to open a dramatically expanded property in an increasingly competitive gaming market. With a $125 million investment, more than twice the space and 50% more gaming machines, the expansion created an opportunity to reintroduce the casino and give people a reason to experience it for themselves.
The Challenge
Turn a major expansion into a reason to visit.
A new Quil Ceda Creek Casino was being built next to the existing property, with more slots, more games, more dining and more of what customers already enjoyed. In a competitive casino market, the challenge was to make the new property stand out and give existing and prospective guests a compelling reason to experience it.
The Strategy
Give a big opening a personality of its own.
Rather than rely on a conventional casino opening announcement, we saw an opportunity to use humor to make the campaign more distinctive and memorable.
For that, we turned to someone who knows how to command attention and think on his feet: improv legend Colin Mochrie.
The Solution
Give Colin room to do what he does best.
We built a campaign around Colin’s quick wit, developing scripts that delivered the casino’s message while leaving room for his personality and improvisation. The campaign included 8 TV spots, 8 social videos and 3 radio spots, creating multiple ways to build anticipation for the new property.
A bigger casino with a campaign built to match.
- $125M Investment in the new Quil Ceda Creek Casino
- 2X+ Larger than the original casino
- 50% More gaming machines, from roughly 1,000 to 1,500
The campaign gave Quil Ceda Creek Casino a distinctive, entertaining way tointroduce its expanded property and build excitement around the opening.
Meaningful growth starts with understanding what is holding an audience back.
GreenRubino combines audience insight, strategic thinking, and creative problem solving to help brands navigate change and turn it into business advantage.
