Caesars Southern Indiana
In late 2021, the Eastern Band of Cherokee Indians purchased Caesars Southern Indiana, a former riverboat casino that opened its new grand land-based facility just weeks before the pandemic shut down the world. The casino faced several challenges: advertising investments had declined for several years, reducing the casino’s local visibility; many people were unaware of the casino’s new land-based facility and offerings; and Caesars faced increasing competition from other casinos and Kentucky’s historic racing games (which look like slot machines).
Caesars hired C2 Strategic Communications as its first Agency of Record to develop strategies to re-establish the gaming facility as the region’s premier entertainment destination, driving more visitors to the casino, hotel and restaurants.
C2 Strategic designed and executed an aggressive paid media strategy to reach a variety of audiences, including sports fans, likely gamblers, country music aficionados and lapsed members of Caesars Rewards. C2 reimagined and refreshed all creative assets, orchestrating new photo and video shoots onsite as well as developing a new brand voice and messaging that will carry throughout the year. Advertising tactics included out-of-home, broadcast, streaming, SEM, display and social. C2 Strategic also explored innovative strategies including bourbon partnerships, social influencer marketing and pop-up events to reach new audiences who may not typically consider visiting a casino.
OTT: 99% video completion rate across streaming
Social media: Achieved over 2.7 million impressions
SEM: Achieved over 4.35 million impressions; achieved 16.45% CTR and $1.54 CPC
Negotiated premium broadcast spots including the AFC Championship and a Spectrum Weather Sponsorship