GMO Picks Up Seven Feathers Hotel/Casino

Goldberg Moser O’Neill here has been assigned ad duties for the Seven Feathers Hotel Casino Resort in Canyonville, Ore., which is owned by the Cow Creek Band of the Umtqua American Indian tribe. The business is estimated to be worth $5-7 million.
GMO won the Seven Feathers account without a review. Doug Scherfey, the new chief marketing officer for the 6-year-old resort, recommended GMO for the business. Scherfey previously worked for John Ascuaga’s Nugget hotel and casino in Reno, Nev., for which GMO used to handle advertising.
“This is going to be a great marriage,” Scherfey said. “We picked GMO based on the distinctive advertising they create.”
Scherfey said the client and agency are initially working on “a project basis,” but that something “more permanent” could develop after GMO crafts its first campaign.
That campaign will be launched this summer, according to Fred Goldberg, agency chairman and chief executive officer. “The resort needs some repositioning and [better exposure],” he said.
GMO will create TV, radio, print and outdoor ads to appear primarily in Oregon and Northern California, Scherfey said. The agency will also handle some collateral work for Seven Feathers, according to Goldberg.
The 156-room resort, which began as a bingo hall, now features a golf course, recreational vehicle and truck center and three restaurants. A new swimming pool and spa will open this summer, Scherfey said.
Seven Feathers’ customer base is “made up primarily of retirees from southern Oregon,” according to Scherfey, who said the resort would benefit from attracting more “independent travelers” and communicating better with travel agents.
The Seven Feathers account is GMO’s second hotel/casino win in six months. In December, the agency was hired by Ameristar Casinos to handle advertising duties for two of its riverboat gaming properties.