Catching a Lucky Streak
Off The Strip
Coast Casinos
Client
Coast Casinos
Services
Identity & Naming
Brand Strategy
Advertising & Conceptual Development
Marketing & Communications Strategy
Strategic Messaging & Positioning
Creative Production
Research, Measurement & Analysis
Media Planning & Buying
The Challenge
How do you position a local chain of casinos for success in a gambling mecca like Las Vegas?
Strategic Decision
Locals are too smart to go to “the strip,” so let’s convince them Coast Casinos is where the savvy locals play.
The A-Ha Moment
In a town for serious gambling, why doesn’t anyone take gamblers seriously?
The Creative
The Coast Casinos integrated campaign
This campaign is built around the idea that there are a set of unwritten “rules” experienced players live by. (“If you can’t spot the fresh fish at the table, it’s you.”)
The tagline: “When You’re Local, You Know” reinforces the overall campaign by assuming the reader is in on the joke–and reminding them of the one thing we want them to take away–Coast Casinos are where savvy locals play.
