Let the Gaming Begin

Launch Partnership, a division of Temerlin McClain, has created a grand opening campaign for Hollywood Casino Shreveport.

Spending for the initial eight-week effort breaking this week is just over $3 million. Ads target the Dallas and East Texas markets.

Three humorous television spots depict outrageous responses to either winning a trip to Shreveport, La., or, alternatively, missing the bus. In one spot, a man throws an airport tantrum when he misses his flight, jumping up and down, screaming into a bystander’s cell phone and drawing the attention of security. Interspersed with his scene are the words: “Can you imagine … getting this upset … about missing a flight … to Shreveport?”

The campaign also includes radio, print and out-of-home executions for Hollywood Casino Shreveport, which opens in December.

Michael Boone, a partner at Irving, Texas-based Launch, said the work targets an upscale Dallasite who is either unsatisfied with current gaming options in Shreveport or is unaware of what the city has to offer.

“We’re not going after competitive casinos,” Boone stated. “We’re targeting the existing mind-set … and trying to raisethe quality bar as it pertains to Shreveport.”

The campaign is the first work from Launch Partnership on behalf of Dallas-based parent company Hollywood Casino Corp. The gaming operator had sales last year of $307 million from its two existing Tinseltown casino complexes.