Overview

St. Croix Casino Danbury is one of three casino properties owned by the St. Croix Chippewa Indians of Wisconsin that offers 400 gaming machines and over a dozen table games. The property features two dining venues, an entertainment venue, and two lodging options – a 50-room hotel tower and an off-site hotel.

Challenges

  • The Casino is located in a sparsely populated, rural area, and guests have to pass several larger resort-style properties to arrive.

  • The Danbury property had been open for four years, but was never directly introduced to the market by a branded advertising campaign.

Solution

  • Cord Media created a “Discover Danbury” campaign inspired by vintage postcards you might send while vacationing in an exotic location. St. Croix Casino Danbury was positioned as the perfect intimate casino resort getaway, and a great destination for outdoor enthusiasts visiting the region.

  • When researching the media plan for this campaign, we discovered that the Minneapolis market, which is the closest metro area and an obvious choice for media placement, would provide relatively poor overall value. Instead, we broadcast the campaign in several smaller, surrounding markets via digital methods that delivered better ROI.

Impact

Although the hard numbers are confidential, the first eight weeks of the campaign created a dramatic impact in year-over-year numbers:

Revenue up

15%

Dining covers up

8%

Players card enrollment up over

12%

Hotel occupancy up

17%

Let’s Work Together

Cord Media delivers brand, design, video, web, digital, social media, public relations, and media buying services under one roof.