REACTIVE CAMPAIGN

The Ville Resort-Casino commenced a $40 million redevelopment of the property; unattractive to patrons due to noise, dust, convoluted walkways, and closure of outlets for a period of 12 months. 

I created a ‘Demolition Deals – knock down deals for a limited time’ rolling campaign with offers and promotions to appeal to the local mass market, drive foot traffic and revenue during this period. 

The Demolition Deals umbrella was created for these offers to sit under in order not to denigrate The Ville master brand, attract the mass market and give a sense of temporary’ness so we could change the offers and remove them as the new facilities reach completion. When the market sees or hears Demolition Deals they know it is a super-sharp offer from The Ville. 

OFFERS HAD TO HAVE: 
Mass market appeal 
Provide a competitor advantage 
Clear, simple and easily understood 
Local-centric (blue collar) 
Ability to cross pollinate with other areas of the business eg food offer to create visitation with a view to patrons gaming during the same visit 

ADVERTISING CHANNELS 
Billboard 
Bus 
Radio 
TV 
Web page 
Social media (paid and organic) 
EDM, SMS 
Print 
In venue 
Direct marketing 

I added second tier promotions, which were not part of the hero advertising but promoted through the website, social media and in-venue. These offers were designed to attract repeat visitation and secure the valuable day-time ‘grind’ patrons. Examples of these promotions included a meal loyalty card, daily receipt draw, and coffee & cake offer. 


From initial brief to execution in print, radio and TV the time taken was 10 days.

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In the first two weeks, patron numbers increased by 100-200%.

essbee (sarah butler) marketing & communications | +61 400 507 759 | australia