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  • ROUTE 66

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01.

Get More Kicks

Albuquerque is an extremely competitive market, with Sandia, Isleta and Santa Ana Star casinos all better positioned geographically within the heart of Albuquerque. Combined, the four casinos saturate the market with gaming messages. Many of Route 66’s competitors have responded to recent declining economic conditions with discount offers and increasing reinvestment.


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02.

Get More Kicks

Leverage the property’s most ownable asset…Route 66. With a brand so intertwined with a rich part of American history, we worked with our client to create a distinct connection between the property and the pillars of the Route 66 genre – stylized graphics, fonts, colors, marquee lights and, of course…pin-up girls.

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03.

Plan

Led by our hero, “Miss 66,” the campaign has served notice to our competitors that Route 66 Casino delivers a unique experience that redefines entertainment in Albuquerque by leveraging the market’s location along the highway that made the city famous. We developed a marketing strategy that capitalizes on momentum gained in 2008, addresses competitors’ gravitation towards a price-driven value proposition and puts the brand’s external experience on an entirely different pedestal.


04.

Results

This campaign surpassed everyone’s expectations, producing record-breaking results. It garnered a 15% increase in traffic over same period prior year, and a 3% increase in new card sign-ups, exceeding the $40 million revenue plan for 2010.

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