The Best

Yes, They Could

Indiana Live! Casino (Shelbyville, Ind.)
So who better to help open your new casino than Barack Obama? Well, OK, there are certainly some issues in making that happen. But when Indiana Live! Casino opened its new facility with an Obama look-alike (and sound-alike) impersonator in its TV and print ads and on its billboards no one thought “No, you can’t!” So what if the White House soon called and asked the casino to pull the plug on the campaign? The pre-opening PR bonanza had already happened. Economic stimulus package indeed!

The Traveling $5 Million

Seminole Casinos (Florida)
It was called “See $5 Million/Win $1 Million”. Seminole Casinos built a display case that securely held $5 million (in $100 bills) and rotated it through five of their tribal casinos over two months. Throw in some pretty models and some real burly security guards to go with the exhibit, free pictures of guests in front of the $5 million (downloadable from the Web site) and a free daily “swipe to win” for up to a million bucks (and where every kiosk swipe won something)—and you’ve got a traffic-driving mega-promotion with legs. Somewhere, Benny Binion (originator of the original $1 million display) is smiling.

Making a Statement

Barona Resort & Casino (Lakeside, Calif.)
Banks give account statements. Brokerage firms give account statements. So do hospitals. But casinos? Well, if you are the ultra-innovative Barona you do. Barona’s was sent out to each Club Barona member in its year-end “Rewarding Moments” newsletter. The statement listed the yearlong value of each player’s cash offers, hotel offers, food offers and complimentaries received; plus it mentioned the $3,055,323 (who keeps count of this stuff?) in cash and prize giveaways for the year that each member had a shot to win. Why have a players club card? This makes a statement.

Baby Boomers Festival

Silver Legacy Resort Casino (Reno, Nev.)
We’re not seniors anymore, we’re Baby Boomers! And we have disposable income, and we will spend it at casinos. Especially if, as Silver Legacy did, you host a Baby Boomers Festival. … Say what? Sure, all you need is a Baby Boomer Wine Walk, a “speed-dating” event, an astrological matchmaking party, a flirting competition and a couple of speakers talking about finance, sexuality and health. What else could a Boomer want? Well, maybe gambling in your casino with your Boomer Buddies.

Promotions Yearbook

Casinos Austria International
If your company had casinos all over the world and on numerous cruise ships I’m betting they all did promotions, creating a virtual tapestry of local marketing for diverse markets. And if you were Hermann Pamminger, Casinos Austria International’s corporate head of marketing, you’d see the wisdom of sharing the best of the best in a “Promotions Yearbook”. Made up of essential details from promotions conducted at 37 casinos in 13 countries and on 10 cruise ships, the “Promotions Yearbook” speaks to the principle that promotional wisdom should be shared, celebrated and “floated” through the company.

You’ve Got Points

Gold Dust West (Reno, Nev.)
Sometimes the best is just so simple. For Gold Dust West in Reno this recognition-worthy effort came in the form of a personal note card, personally written and signed by a living, breathing Gold Dust West front-line employee named Pamela. The reason for this note? To let me know that I had $15 in cash compiled on my Gold Rewards Card just waiting for me to pick up and put in my hot little hands (and perhaps Gold Dust’s hot machines). Personal, strategic, and it takes only a card and stamp, without reaching any deeper into a casino’s marketing war chest.

“We’re Sorry”

Southwest Airlines
Keeping with the “Best (and Worst)” tradition of honoring efforts from outside the gaming industry (whose ideas should be immediately stolen for casino application) I bring you the apology letter from Southwest Airlines. Written to passengers on a flight to Tulsa, Okla., who had to suffer the “bizarre behavior” of an unruly fellow traveler, the note from the assistant manager of Proactive Service Communications (tell me you have a position like that!) contained one Southwest LUV (flight) voucher, an acknowledgement of the “hassle” and “inconvenience,” a wish for “better flight memories” and an expression of appreciation for their Southwest patronage. … Hey, Southwest gets it, and you should too.

“Freaks”

O’Sheas Casino (Las Vegas Strip)
If your casino is small and quirky and you’re nestled between the big guys on the Las Vegas Strip you just might have to get a little freaky. And that’s exactly what O’Sheas did by becoming the home of the carny show “Freaks” from the demented mind of X-rated hypnotist and showman Anthony Cools. In one act of “Freaks” a guy loses an eye and later lifts weights with the weights attached to his eye sockets. A woman drinks a glass of wine and then eats the glass. There is a huge drag queen manipulating a grotesque dummy. Not your cup of tea? Maybe not, but its award-winning originality might just draw a few bodies or create a retail opportunity.—”Freaks” sells branded vomit bags at its souvenir stand.

Hugging Monkeys

Santa Ana Star Casino (Bernalillo, N.M.)
Moving from the creepy to the warm and fuzzy, I bring you the “Hugging Monkeys” from Santa Ana Star Casino. Held as a Valentine’s Day promo, these arm-in-arm cute critters from just down the evolutionary scale could both be yours for a mere 500 points (while supplies last, of course). More proof that warm and fuzzy can translate into cold, hard cash.

Turkey and Pumpkin Pie

Station Casinos (Las Vegas)
Ditch the fancy Thanksgiving weekend promotion and do what Station Casinos did—give away turkeys and pumpkin pies. Last year at all Station Casinos (that should tell you this is a home run), on one pre-Thanksgiving day, players club members could “Earn 1,000 Points and Get a Turkey” (plus keep your points) and on another day there was a “Free Pumpkin Pie Giveaway, Just for Showing Your Boarding Pass Card”. … Gee, turkey and pumpkin pie to draw customers before Thanksgiving, who woulda thunk it?

Dinner in the Sky

Seminole Casino Coconut Creek (Coconut Creek, Fla.)
And speaking of food, there’s the “Dinner in the Sky” promotion conducted by Seminole Casino Coconut Creek. Imagine a huge crane taking 22 guests at a time 160 feet into the air to be served a five-course gourmet meal (from the “200 Leagues Above the Florida Sea” menu) complete with wine, champagne and music. Over two days there were 10 one-hour “lifts,” including the first-ever wedding in the sky. … Now that’s a real high!

Sold Out, Except For You

Hard Rock Hotel & Casino (Las Vegas)
It came as a VIP e-mail invitation—two free nights and a chance to see either Bon Jovi or Kenny Chesney in concert at The Joint. But wait, the shows are “Sold Out,” the e-mail said. But you, mister very special player, “As a VIP can see your choice of one show as our guest.” I know, I know, if they still could offer you a ticket, technically they weren’t “sold out”. But what a great buzz creator for two hot shows and a lesson in perceived value and exclusivity for the Hard Rock’s best casino rockers.