Rivers Creative Campaign

Being asked to pitch a brand new casino property is a really
big deal to us. It’s the opportunity to create the brand from
the ground up and truly define how a city thinks about
the new property.

In the initial creative brief of the property, the Rivers Casino
group said they wanted to be "the Cheers of casinos," a
relaxing place where everyone knows your name. This is
a great positioning, however, the Rivers property
is absolutely stunning with a sculpture garden, acres
of glass and an overall upscale appearance.

The question became, “How do you combine both into one
cohesive brand?”

We tried four different approaches, some straight forward
and some wrapped as pre-opening teaser campaigns.

 

Expect Big Things

When you expect big things, you expect them larger than
life. You expect the biggest and best food, the biggest and
best entertainment and the biggest and best gaming
experience.

We focus the visuals more on the big things you’re going
to get or experience as a way of reinforcing Rivers' position
as the “Cheers” of casinos, instead of focusing on the
expanse of the property façade itself.

This campaign is designed to establish an identity for Rivers
and separate the casino from the competition. Every billboard
and ad uses an arresting visual in larger than life proportions.
All things are larger than life as a representation of what you
can expect from Rivers, big service and big fun.

 

We Are

Incrediburgh is a city… Towns within that city are
Relaxburgh, Feastburgh, Funburgh, Partyburgh and
Wowburgh. These towns are a lot like any big city, the same
way that Pittsburgh is the city but you have the Strip District, Oakland, the South Side, etc… One city, different zip codes.

In Feastburgh, the food is plentiful and you'll never go
hungry. Quality and value reign supreme. In Relaxburgh,
everything is exactly as you would expect it to be for the
ultimate relaxing experience. Its friendly people cater to
your needs. You can even stroll the riverfront and sculptured
gardens. Relaxburgh is your escape from the pressures
and stress of your life.

Funburgh is about action. Funburgh is winning excitement. Funburgh is the place you go where you can have a drink
with friends, listen to music or win big on the slot machines. Funburgh is about fun, fun with your friends and fun with
your family.

Incrediburgh isn’t a city after all; Incrediburgh is
Rivers Casino.

 

Can’t Believe

The guerilla campaign.

Want to grab attention? Want to be the talk of the town?

Use mythical creatures. In a tease, at least.

The idea is to put up outdoor boards and supporting ads
that spot fictional creatures at areas around Pittsburgh. The concept can be extended to the Internet where potential customers mark where they’ve seen Bigfoot, file their spotting reports and more. We can even hire actors to portray the creatures. Also, as talk is the second highest rated radio
format in Pittsburgh, we can work with the radio station to
sponsor call-ins to talk about their sightings.

The final reveal of the campaign links mythical creatures to
the casino with lines like, “Unicorns aren’t real but friendly
service is.”

This campaign is designed to fuel word-of-mouth and water
cooler talk.

 

Steeltown’s Gold Standard

Excitement, big images, action and motion are all things represented by Steeltown’s Gold Standard.

Teaser boards would go up around Pittsburgh with just the
Web address and a tease logo element.

The Web site would feature exciting, action elements and
drive potential customers to sign up for updates about
what’s coming.

Phase two and three would reveal the casino name
and tagline. As the “Gold Standard” no other competitor
measures up.

2550 Belle Chasse Hwy. Ste. 220 • Gretna, LA 70053 • 504.361.1804      
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