Campaigns come and go in the casino world, but the longevity of the "Stories" campaign speaks to the casino's belief in its power to creatively and memorably differentiate its properties from the competition.
Minneapolis, MN (PRWEB) November 19, 2012
This past week Grand Casino Hinckley and Grand Casino Mille Lacs launched their latest round of new TV commercials built on the iconic "The best stories start here" platform.
As in past years, the new stories are based on actual guest experiences. A contest last April to find the best Grand Casino story at each property was extremely successful - and led to thousands of new guests' stories being submitted, which in turn fed into the new TV work. One such story is called “The Other Deer” and features a true story of a family of hunters not having much luck out in the woods and then coming into Grand Casino for some food and fun.
"Our Iconic Idea for Grand Casino is based on how people remember and share their experiences at our properties," according to Jim Orr, Director of Advertising and Brand Strategy at Grand Casino Mille Lacs and Hinckley. “We have built a virtual ‘well spring’ of guest stories, and that is instrumental - not only for content development for TV, Radio and on-property advertising, but also as a perfect fit for our evolving social media platforms and ongoing new promotions as well. The Grand Casino Facebook page recently surpassed 50,000 fans, making it by far the largest social casino community in the state. That’s something we are quite proud of. And importantly, it has been an ideal platform to gladly give back to the communities in which we operate, too.”
"Minnesotans have almost a physical need to share their stories," said Executive Creative Director Chris Preston. "And they love to live vicariously through the stories of others." According to Preston, "Minnesotans are pretty grounded people, not putting on airs, or pretending they wear a tux and drink champagne on a typical Friday night. More likely they are just coming off the lake, or heading up to the cabin for the weekend."
Campaigns come and go in the casino world, but the longevity of the "Stories" campaign speaks to the casino's belief in its power to creatively and memorably differentiate its properties from the competition. The "Stories" campaign is now entering its second decade and continues to resonate more powerfully than ever with Minnesotans.
About Preston Kelly
Preston Kelly is a full-service, independent agency that creates Iconic Ideas for its clients across the financial services, healthcare, insurance, restaurant, consumer packaged goods, outdoor recreation, retail and gaming categories. In addition to being selected as Advertising Age’s Midwest Small Agency of the Year in 2010, Preston Kelly won top honors in the national 2012 Effie Awards, its third such award in the past five years. The agency also earned recognition for Integrated Campaign of the Year in the 2010 Radio Mercury Awards. Preston Kelly is a member of Worldwide Partners, the world’s largest network of independent marketing and communications firms. To learn more about Preston Kelly, visit http://www.prestonkelly.com, become a fan on Facebook at http://www.facebook.com/prestonkellyagency or join the conversation on Twitter at http://www.twitter.com/prestonkelly. You can also read our musings on the latest trends in advertising at http://iconicideas.tumblr.com/.
About Grand Casino Mille Lacs and Grand Casino Hinckley
Grand Casino Mille Lacs and Grand Casino Hinckley are owned by the Mille Lacs Band’s Corporate Commission. The casinos feature gaming, accommodations, dining, conference and banquet facilities, live entertainment, and The Grand Harmony Spa and Grand National Golf Club at Grand Casino Hinckley. The casinos directly employ more than 3,000 people and cover more than 4,000 people with their insurance plan. The Band taxes these entities at 100 percent and utilizes the revenues to provide health care, education, and other programs and services to Band members. The Band also invests in infrastructure and economic development that directly benefit the entire community.