NEWH - May 2003 - (Page 40)

casino advertising: a sure bet! by: Shannon Costal, Masterpiece Advertising The strong visuals and easily readable copy on this billboard proved to be a winner for Hollywood Casino. Keeping in line with Lacca’s advice, the colors are vibrant and copy is kept to a minimum, so passers-by can get the information quickly. ALL IT TAKES IS ONE LOOK into today’s casinos to see they are a far cry from the golden age of Frank Sinatra and Dean Martin. As out-of-state competition and stateimposed gaming taxes loom over the heads of the major gaming markets, the country’s casino giants, and fiercer competition makes gaming market shares smaller and smaller. But as any gambler knows, the odds are always in favor of the house, and as the going gets tough, the casinos get advertising. And when it comes to casino advertising, no one knows the highs and lows better than Phyllis Lacca, President of Masterpiece Advertising in Atlantic City and Las Vegas. While advertising has changed, so has Lacca’s business. “We have to change with the times,” said Lacca. “While casino advertising is still deeply rooted in direct mail, the internet has really revolutionized the industry. People have access to your product 24 hours a day.” Lacca stresses the importance of carrying a “look” all the way through. “From your website to your direct mail and from your in-house signage to your billboards, all your materials need to have a synergy The best thing about casino advertising is that there is no limit to your creativity,” said Lacca. “We are always coming up with new, provocative ways to appeal to the customer. And we always get to use cutting edge materials.” Casinos use slot toppers, slot danglers, slot cups, lenticular signs, backlit transparencies, LED boards and so much more to advertise in house, and Lacca enjoys creating them all. “There are endless possibilities to what we can do and we enjoy every minute of it!” 40 This ad was used in newspapers to advertise Hollywood’s new casino, $1 million promotion and upcoming performers. While the advertisement covers many different areas, it does not confuse the reader or feel cluttered; it has a central focus, minimal copy and strong visuals. This ad, along with the other examples, was a part of the “Simply the Best” campaign. The typestyle and layouts all create a synergy that translates from newspaper and billboards to in-house signage.

Table of Contents for the Digital Edition of NEWH - May 2003

NEWH - May 2003
Contents
Letter From the Editor
Hospitality News
Spotlight on NEWH
Tips on Specs....Chandeliers
On the Road Again
Did You Know?
Ancient Storytelling Comes to Life
Indian Gaming: Developing the Latest Gaming Trend
You Can’t Sue an Indian Tribe, Can You?
Putting the Pieces Together: The Steps It Takes to Develop a Casino
Building the Fantasy
The Icing on the Cake: The Importance of Architectural Millwork in Casino Design
Designing Today’s Casino Resort: How to Make Entertainment Memorable and Distinctive
Casino Advertising: A Sure Bet!
Understanding Code Issues Related to Riverboat Casinos
Purchasing on a Dime
Under Wraps
Small Business Advice
Working With Team Players...
In My Opinion...
Taking the Gambling Out of Specifying Gaming Furniture
Industry Partner Education
Bios

NEWH - May 2003