Retainer agency. Our relationship with Boyd Gaming revolves around everything digital. From messages on property with floor animations to external television and radio commercials, we created digital messages for local customers online and developed creative pieces centered around the Midwest property’s attractions. We were responsible for targeting those audiences in the Quad Cities, Madison, WI, western areas of Chicago, IL and St. Paul, MN.
Boyd Gaming bought these midwest properties from Peninsula Gaming. When our contract began with Peninsula, innovation was at the marketing team’s core. Together, we created a digital video wall at Diamond Jo Casino in Dubuque, IA. Six television screens, each with one eighth inch of border between, were placed together at the property’s entrance. This massive video wall captures the visitor’s attention right away with promotional messaging every month. The messages were different and the wall couldn’t be missed. It helped relay new slot messages, dining exclusives, upcoming shows and new table game features every month. We later localized the wall by featuring players’ pictures and their recent winnings in a unique slot reel animation that used all of the wall in a creative manner. The wall became so appealing and impressive that we constructed one for Peninsula’s/Boyd Gaming’s newest flagship property, Kansas Star Casino. Instantly it was a hit with patrons as well and soon became a model for Boyd Gaming to begin construction of these walls for all their properties around the country.
In addition, Distinct created award winning television commercials for Diamond Jo Casino in Dubuque, IA - taking individual slot games and creating catchy 15 second spots that lead the consumers to try these classic and new games on their next visit to the properties. The slot product was bookended on television with concluding spots featuring actual big money winners, giving the perception that these machines pay out the most. Soon after the television numbers showed positive numbers, we also initiated the radio campaigns to compliment. The campaign ran in their target markets and gained popularity quickly as numbers rose in new player card membership 18%, slot revenue rose 22% and food and beverage gained 14% in the first quarter of its run.
Distinct also was contracted for website development for five properties that were live for five years. The websites were created for Kansas Star Casino, Diamond Jo Casino (Dubuque), Diamond Jo Casino (Worth), Evangeline Downs Racetrack and Casino and Amelia Belle Casino. All had similar navigation, linked to each other and had comparable creative content so they would appear to be sister properties. The brand was seemless between casinos. They were built upon a CMS (Content Management System) so that key member staff could contribute as needed.
Kansas Star Casino has been with us since it broke ground in 2010. This new venue needed to have an introduction for community leaders and brand new team members. We created a long form video (about 10 minutes) for help gaining excitement for their rollout. We created videos online to educate the public about the new phases of the property in development. Since its opening, Kansas Star Casino has consistently been a leader in all categories for state gaming, travel and hospitality.