Consistency is the key.

How many casinos can you think of? What’s different about
their advertising? Could you interchange their logos,
regardless of the content of the spot? With most casino and
hospitality based advertising, you can. If you can take your
name off and can put anyone else’s on, your advertising
has a problem.

Think of it this way, if you took a smaller, inexpensive car
and put a Mercedes-Benz badge on the front, would
anybody really believe it’s a Mercedes-Benz? That’s the
power of a clearly defined brand.

Look at your current casino advertising; do you have the
girl jumping up and down screaming? Do you have the
over excited reaction when someone wins? If so,
substitute your logo for anyone else’s... your customer
probably will.

Define and Create.

What are your points of difference?

Boomtown® Casino was searching for a new unified look
for three casinos in two states, with three different sets
of beliefs.

Research showed that even though they were extremely
diverse geographically, the basics of the Boomtown brand
were the commonality between all three properties.

Boomtown is the friendly, comfortable place where
everyone knows your name, in essence, the “Cheers”
of casinos.

Touchpoints used the research findings to create four
uniquely different branding concepts, including a new
look to the outdoor and a multi-tiered newsletter, jingle,
tag line, print, collateral and television.

Boomtown chose a look emphasizing the friendliness
and warmth of the brand that’s so consistent, no matter
where their customers see it, they’ll know it’s from their
favorite casino and it couldn’t possibly be representing
anyone else.