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Study - Casino del Sol |
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Program: Passage to Fun
Client: Pascua Yaqui Tribe
Venues: Casino Del Sol
Theme: Cruise-A-Thon
Directive: Local Market Awareness Campaign
Cruise-A-Thon
Overview:
The Pascua Yaqui Tribe needed a unique and cost effective incentive program to create an air of excitement at their Casinos during historically "off-days" of the week and year, targeted at customers in the local area. |
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ETTSI recommended a Cruise Incentive that offered a sexy and innovative package that provided a 4 night Cruise for Two to any one of several destinations. The Casinos purchased the Certificates (as well as prepaid the activation fee, 2 Person Cruise, and all applicable port charges, taxes, departure fees, and administrative costs) to establish a higher perceived value for the hourly winners.
The Tribe selected Sunday through Thursday, from 9 am till 9 pm as their least busy times to lure more local customers. Each Casino gave away a Cruise per Hour for the entire month of October. Combining the promotion with five local Radio Stations, the Casinos created a local market awareness that grew steadily throughout the month.
The campaign was so successful; the Pascua Yaqui Tribe is again contracting with ETTSI to continue the program several more times throughout the year. |
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