Industry: Casino, Entertainment, Events Enterprise Rebrand Country Base: USA Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - While mostly known for endless lakes and beautiful farmland, Mahnomen, Minnesota, home of Shooting Star Casino, represents a significant revenue enterprise for the White Earth Nation (Native American Tribe). With a sizable casino, hotel, spa and events center, the property has long been the top casino draw for Fargo, North Dakota, Northwest Minnesota and Southern Manitoba.
Challenge - Shooting Star has traditionally targeted older, more mature gamblers with its branding messages. This strategy was tired and overused by competitors in the market. Additionally, the previous campaign was overexposed, and leadership was ready to give Shooting Star a new face in the market.
Strategy - Build Shooting Star Casino a new brand that would break through clutter to attract a younger demographic. [we] developed a campaign that would make a splash in a complacent marketplace. Using a quirky, unforgettable, creative strategy, we created the Starstruck campaign. The idea is that when you're starstruck by Shooting Star Casino, it's bigger than anything you've ever experienced...literally. And it always brings good things. The execution uses simple glimpses into everyday life that is suddenly and humorously interrupted by people who are starstruck.
Result - While the campaign is in the early stages, evidence points toward a successful branding initiative of transforming Shooting Star from "just another" casino into a well-known, recognized, younger-skewing casino. Web traffic is up 15%, casino revenues are up 5% over last year and monthly visitation is up 13%.
