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THE CHALLENGE FOR ilani

For over 160 years, the Cowlitz Indian Tribe in Washington State fought for federal recognition to preserve their land and culture. When the Tribe opened a new casino resort, ilani, in partnership with the Mohegan Tribe of Connecticut, it presented a momentous victory. But ilani faced regional competition with a 20-year head start.

OUR approach

Our seasoned team stepped in to craft a strategy for success in this saturated market that would drive play while sharing the Tribe’s story with the world. Together, we celebrated both the Cowlitz people’s storied history and a first-in-the-region entertainment experience.

Brand Development

We created a brand for ilani that would serve the dual purposes of being distinctly ownable and authentic, while also celebrating the essence of Cowlitz culture. Leveraging the Cowlitz attributes of royalty, perseverance, entrepreneurialism and spirit, we arrived at the name “ilani.” Meaning “to sing” in the Cowlitz language, it captures the core Tribe ethos of collectively creating work and joy.

royalty
perseverance
entrepreneurialism
spirit

 

i-la-ni \ eI’-la-neI’
(Cowlitz) to sing

 

ilani

on-property storytelling

Overabove worked very closely with Tribal leadership to develop a comprehensive video storyline and dynamic video presentation to celebrate the heritage of the Cowlitz Indian Tribe. This twenty-four hour, continuous video installation sets the stage for a dynamic guest experience for ilani.

direct marketing

Lifecycle communications that build brand, drive play and cement loyalty are at the heart of our database marketing strategy. Highly segmented addressable media serves as the linchpin, allowing us to speak directly to players’ wants and needs.
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Promotions, Events and On-Property Venue Identities

Our work pulls distinctive elements of the ilani brand across every dimension of the property experience, from promotions and event programs to F&B venue identities, signage and collateral — all to motivate players and to visually celebrate the unique ilani story.
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THE results

On opening weekend, an eight-mile traffic backup on Washington’s I-5 was an impressive visual of the crowds drawn to ilani. In the years since, our strategy and support have helped ilani attract over 4.5 million annual visitors. High demand has allowed for rapid expansion: in 2018 the casino added the Meeting & Entertainment Center, and the ilani Hotel opened its doors in 2023.

Our client says: “We came here with a vision and an idea, but the Overabove team has honored our Tribe’s story and brought it to life throughout the entire ilani experience.”