The Situation
- Bear River Casino retained ERC as their Agency of Record in July 2013.
- Existing brand and marketing was very “corporate and bland” and lacked excitement.
- Client wanted to take their brand to the next level
- Goals were to increase foot traffic in the casino, and give them an edge over the small but competitive local market, as well as expand their reach to non-locals.
Strategy & Positioning
- Bear River Casino required a brand with more energy and vibrance, that would be more reflective of the entertainment, events and promotions that they provided to the community
- Capitalize on the location of the resort being the closest major hotel to the famed Avenue of the Giants and Redwood Forest
Execution & Results
- A unique “Be” brand concept was created with flexibility
to allow customization for the positioning line to be
tailored to each amenity and product Bear River Casino
offers. - The new brand had more “people element” and more life
and vibrancy. Elements of the natural setting around
them were also brought in, contrasted by movement
and color overlays - Their casino promotions were also reinvented with more
color and focus on what mattered to the player
- In the recent years, Bear River Casino’s profit margins have increased dramatically. • Growth is obvious through additions to the casino, remodels of the casino, hotel and hotel rooms, as well as a new events center venue and brewery just to name a few
- Bear River Casino has easily become “The Place” within the North Coast near Eureka, CA
