The Situation
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Shokowah Casino was looking for a way to create bounce back visits from inactive players, as well as develop new player’s.
Strategy & Positioning
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Develop a direct mail piece with a “can’t ignore” offer that would mail out to new gamblers and the non-active list of club members
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Direct mail piece had to be very focused and specific with a time sensitive offer unlike any other offer in the market
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Target the local “drive-up” market
Execution & Results
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A creative direct mail piece that leveraged the high gas prices during this period was created
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Research/list were pulled with various analytics and criteria, including individuals that had used ATM’s on the property or within a specific distance of the property, as well as gamblers that had visited competitor’s casinos within the area
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Shokowah Casino saw approximately an 18-20% return on the direct mail piece offer, and could visually see a dramatic increase in foot traffic in their casino and food & beverage outlets during the promotional period.
+++ The Work +++
Direct Mail – Inside
