THE CHALLENGE FOR southland casino hotel

Despite a multimillion-dollar casino and hotel expansion, Southland was still associated with its worn-out racing track roots. To battle this mindset and established local competitors, we had to ensure all marketing drove play while building brand. We were also tasked with increasing loyalty and accelerating acquisition of new gamers – all without alienating a devoted core audience.

First, we performed deep database analysis to identify Southland’s best players and used that information to model new lookalike audiences. Using in-market gaming indicators including recency, frequency and value, we were able to precisely target high-value gamers not yet in the Southland database. This all led to an incredibly efficient campaign, which used omnichannel activation to build awareness and brand.