Caesars 2012 annual Asian American marketing strategy
Caesars Entertainment Corporation is the world's fourth largest gaming cooperation based in Paradise, Nevada that owns and operates over 50 casinos and hotels, and seven golf courses under several brands with annual revenues of $8.6 billion (2013). As the nation's leading brand in multi-cultural marketing, its privilege was weakened by newly opened venues by competitors in the city area who significantly divided the traffic and revenue. Caesars Entertainment planned to re-innovate marketing strategies and strengthen the branding in the top multi-cultural community, Asian American, accounting for its 10% overall revenue.
We re-investigated market and consumer, and provided a 360-degree communication plan through various media channels. We fully tapped into both online and offline media and further integrated cultural elements with innovative use of media. For example, an outdoor moonlight projection that imitated moon motions for 2 weeks into the full moon. The installation created a wow effect in the local communities and gained media attention. We continued to track the campaign performance and make on-going optimizations. The campaign leveled up the brand awareness and lift a 15% foot traffic increase for the assigned venues.
Entertainment, hotel & resort
February - August 2012
Research, consumer analysis, competitive analysis, media planning