A Gem in America’s Playground

Challenge

Dimensionalizing the drivers and barriers gamers encounter when visiting a casino hotel brand to develop a compelling positioning for the future state of the property. 

Our creative agency client needed too better understand how people respond to a particular a hotel brand and the city it was located in to inspire future comms strategy. So we set out to understand the highs and lows of people’s current casino experiences and where our client may be falling short.

Approach

We conducted pre-tasked discussion groups with both gamers who’ve been to the area and those who hadn’t to learn more about their motivations, drivers and barriers when it comes to gaming, as well as how they fit casino and luxury into their vacations. Then we showed them some refreshed concepts of the property to capture their initial reactions and understand how it aligns with their expectations.

Outcome

Our client used this work to find new ways to connect with their gamer audience and come up with a strategic plan and direction for the property for years to come.