RJC Puts N.M. Casino in the Movies

DALLAS Rick Johnson & Company’s new “Enjoy the show” campaign for Casino Hollywood evokes the “thrills of the city where movies are made and fortunes are won,” the agency said.

Launched last week, the image campaign by the Albuquerque, N.M., shop features TV spots that resemble film trailers, complete with classic movie moments like cigar-smoking pit bosses, glamorous high rollers and huge jackpots.

Directed by Los Angeles-based video director Paul Boyd, the 30- and 60-second ads relate the story of Casino Hollywood. Like a trailer, the spots are filled with quick cuts and dramatic music. In addition to gaming images, the work showcases the casino’s Hollywood Hills Speedway and its Celebrity Showroom Entertainment venue. A voiceover says, “Deep in the desert, there’s a place where fortunes are won, discovered and changed in an instant. This summer, don’t miss Casino Hollywood.” The spot ends with the tagline, “Enjoy the show.”

“Casino Hollywood already had a great name going for it,” said Sam Maclay, RJC’s vice president and creative director. “It’s the only themed casino in New Mexico, so we took the Hollywood idea and pushed it as far as we could, inviting casino patrons to be a part of the show.”

The effort also includes print, radio and casino collateral such as slot machine toppers, movie posters and backlit signs. Print ads, which resemble film posters, will appear in the Albuquerque Journal, Santa Fe New Mexican, Rio Rancho Observer, Crosswinds Weekly and Primetime.

The TV spots are scheduled to run throughout New Mexico until Dec. 20. Spanish and English radio will air through Dec. 13, the agency said.

Owned by the San Felipe Pueblo Indian reservation, Casino Hollywood is located 25 miles north of Albuquerque. San Felipe has been a client of RJC for the last six months. Media spending is undisclosed.