Overview

Muckleshoot Casino launched the “Your Casino” branding campaign in 2013, focusing and honing in on the player and making them the forefront of the casino’s brand.

Challenges

Muckleshoot Casino needed a new campaign that still kept the same objectives and general messaging as the “Your Casino” but that would look and feel like a new campaign.

Solution

Cord Media decided to evolve the “Your Casino” campaign to still maintain the player-focused messaging and to utilize the equity already established with “Your Casino.” The new campaign became “IT’S ALL ABOUT YOU”, showing players that the casino takes pride in not only their amenities, but in their players, while also adding a personal connection to the new campaign. Cord Media took it a step further to revise the Muckleshoot Casino logo to include the red “U”. This allowed for the campaign to be weaved entirely throughout the casino’s brand.

The “IT’S ALL ABOUT YOU” campaign took players’ experiences and brought them to the forefront of all marketing pieces. From TV commercials to collateral, the players’ memories and experiences were highlighted in a personal and meaningful way.

When the “IT’S ALL ABOUT YOU” campaign was launched, not only did it resonate immensely with players, but front line and back of house staff felt recognized and championed and that translated to even more warm and welcoming service. By evolving the previously successful “Your Casino” message, “IT’S ALL ABOUT YOU” further solidified their player-centric positioning.