RESORTS WORLD CATSKILLS
The 30,000 foot view
Our relaunch of the Resorts World Catskills gaming resort in upstate New York resulted in eye-opening results for the troubled brand. Thanks to our creative vision for a powerful new visual identity and expertly curated media purchases, WMX secured a 53% surge in unaided brand awareness and gained substantial improvements across all brand metrics. Our efforts successfully captured the attention and loyalty of Resorts World Catskills’ target audience, differentiated it from its sister property, and helped boost the resort’s net gaming and online room revenue, plus increased Players Club sign-ups for the brand. With a focus on customer acquisition, lead generation, and measurable ROI, WMX delivered a comprehensive strategy that paved the way for sustained success and market expansion. If your brand needs a boost, always bet on WMX.
The challenge
After a year in operation, Resorts World Catskills faced complex challenges. The resort struggled to stand out in the competitive Northeast gaming market and needed more brand awareness. Additionally, the resort’s prestigious offerings didn’t impress its patrons. To further complicate matters, Resorts World Catskills’ sister casino was located just two hours away and shared similar branding, which added to customer confusion. It was clear that Resorts World needed a new lucky streak and an informed strategic intervention to hit the lead generation jackpot and ensure effective customer acquisition.
The solution
HEDGING OUR BETS WITH A/B TESTING
By conducting a thorough analysis of brand research, surveys, and performance data, we were able to fine-tune our approach and establish stronger connections with high-value audiences. To achieve this, we relied on A/B testing and developed four carefully crafted concepts tailored to specific segments within our target audience. This systematic process allowed us to refine our strategies, ensuring optimal resonance and successful customer acquisition.
WINNER, WINNER. CHICKEN DINNER!
Audiences loved our Playtime concept. The elevated messaging beautifully showcased the property’s refined sophistication while consistently presenting the Casino Resort as a realm of elevated play, adventure, and boundless possibilities. This creative approach amplified brand awareness and positioned the resort as a premium destination.
SMILE FOR THE CAMERAS
To capture the essence of the resort’s upscale offerings, we produced an editorial-style video and photoshoot, with the iconic casino building taking center stage. The result was an exciting snapshot that encapsulated the luxurious experience awaiting guests at Resorts World Catskills, driving increased interest and supporting lead generation.
PLAYING THE MEDIA SPEND CARDS RIGHT
To make the Resorts World Catskills property stand out in New York State’s hyper-competitive casino landscape, we recognized the need to be strategic and innovative with our media spend. Merely relying on traditional advertising methods wasn’t enough. So, we embarked on a comprehensive multi-channel media strategy beyond mere spots and dots. Our approach centered around targeting specific geographic areas with the potential for higher returns, which supported market expansion. By investing resources wisely and leveraging multiple channels, we brought the campaign to life in a way that ensured maximum impact and optimal results.
RIGHT MESSAGE, RIGHT PLACE, RIGHT TIME
Using insights from brand and campaign testing, we developed tailored messages for each target audience:
- Customized social and display messaging based on interests and site behavior.
- Strategic OOH buys with mobile conquesting to target locals, approaching patrons, and competitors, each with distinct messaging.
- Flighted TV ads consisting of three unique spots for audience segments with higher affinity.
- Key sponsorships with Wheel of Fortune, sportscasts, and targeted programming, featuring brand mentions, logos, and spots.
This comprehensive approach ensured personalized engagement, maximizing brand awareness, and increasing customer acquisition.
The results
This seamless and powerful campaign was pivotal in driving success across critical aspects of the resort’s business. It delivered exceptional results, surpassing sales expectations and generating immediate engagement for RWC. A brand lift study assessed the campaign’s impact on brand awareness, differentiation, and understanding. The findings were remarkable, showcasing a significant 53% increase in unaided brand awareness and notable growth across various brand metrics. This campaign was a full house win for recognition and an absolute jackpot for the casino, delivering outstanding ROI and driving continued market expansion. When the stakes are high, WMX is all aces!
Net gaming revenue
MoM at launch
Players Club sign-ups
MoM at launch
Online room revenue
MoM at launch
See what your brand can look like from 360 degrees.