Owned and operated by the Twenty-Nine Palms Band of Mission Indians, Spotlight 29 Casino is a 250,000-square-foot entertainment destination located on the eastern edge of the Coachella Valley. After a decade as its full-service marketing agency, Cord Media was tasked with developing and implementing a radically new creative campaign that would help Spotlight 29 stand out in a region flush with abundant gaming options.

Utilizing deep market research and player analytics, Cord created a campaign designed to connect with the local community — comprised of two very different demographic groups — and introduced a new players points system that made earning and redeeming points easier.

The result:

The conceptual and visual execution of the Play Your Way campaign yielded memorable impressions that garnered unprecedented attention, rooted in the newfound possibilities and customization players could now enjoy at Spotlight 29.