For their 20th anniversary in 2014, Grand Victoria Casino asked UMarketing to help with a campaign that celebrated their history, while projecting a contemporary image of GVC as a premier destination for gaming, entertainment and dining. They wanted maximum impact for minimal investment. The creative would also form a foundation for future advertising.
We developed a cost-effective plan that targeted GVC’s core footprint zip codes with cable TV, radio, print and digital communications. Leveraging existing assets and efficient production processes, we created an affordable TV spot with high production values that fit within the tight budget—a goal that was originally thought impossible. We also developed three different radio spots that aired 1,000 times across 11 stations within the target market.
Our digital efforts were developed based on location, customer demographics and interests, and included both contextual targeting via custom, approved website lists, site channels and mobile advertising. Our initial target was 5.4MM impressions, but by continually optimizing throughout the campaign, we were able to deliver 8MM impressions, with a CTR that doubled the industry standard.