Gila River Resorts & Casinos

Attracting a New Generation of Casino Guests

Looking to maintain its positive growth trajectory, Gila River Resorts & Casinos wanted to send a message to a younger audience: that anyone looking for a place to belong and have fun is welcome. Knowing that Millennials and Gen Z don’t typically spend time at casinos but do have an interest in supporting brands that share their values, we shifted the focus to highlight inclusivity and diversity.

Expand Details

CHALLENGE

Millennials frequent casinos less than previous generations, due in large part to an explosion of in-home entertainment. When they do go out, they’re interested in making memories—and casinos aren’t top of mind when planning social experiences.

STRATEGY

We positioned Gila River as an inclusive social experience, a place where Millennials and Gen Zers could gather, play, eat, stay, and, ultimately, add new memories to the greatest hits playlist of their lives.

SOLUTION

Using our long-running YOU DO YOU brand platform, we created an invitation to “Every You” out there through an integrated campaign that leveraged animated accents to emphasize individuality.

THE BRAND CAMPAIGN

CREATIVE APPROACH

A Play on Personalization

Custom animation is an impactful creative device that until now has been overlooked by the gaming industry. By adding animated accents, we were able to create an ownable visual campaign system that positioned Gila River as a place where people can have the time of their lives while being themselves. A diverse cast, upbeat music, quick camera movements, and fresh graphics highlight a personalized experience for every individual.