Texans Land Gaming Account

The Loomis Agency has picked up the advertising ac-count of Casino Magic Biloxi.

The Biloxi, Miss., casino assigned the Dallas shop its creative, promotions, and media planning and placement after reviewing Loomis’ recent work with a sister property, Boomtown Casino & Hotel in Bos-sier City, La. Both gaming properties are owned by Pinnacle Entertainment of Glendale, Calif.

Annual billings are projected at $2.5 million, the agency said. The casino had previously used multiple shops for project work, including The Ad Group in Biloxi and Logan Marketing & Communications in New Orleans, the client said.

Loomis will initially focus on brand positioning and strategic planning.

“Our property was one of the first ones here 10 years ago, and we need to freshen our image and go out to the drive-in market with a good clean message,” said John Ferrucci, vice president and general manager of Casino Magic.

An advertisng campaign consisting of television, radio, outdoor and print components is expected to break next month in markets including Mobile, Ala., Pensacola, Fla., and Biloxi, according to Carl Thompson, senior vice president at Loomis.

The advertising will aim to distinguish Casino Magic, which has a hotel, from its local rivals, many of whom are expanding their infrastructures.

“The brand right now stands for service, but what [the casino] doesn’t have is a message that clearly differentiates its service and amenities from its competitors,” Thompson said. “We’re going to focus on the player who wants a little smaller casino, with a higher level of service and comfortable, big rooms.”

Beau Rivage Resort & Casino and Harrah’s are among Casino Magic’s nearby competitors for gambling dollars.

Given the intense local competition, the client has also charged Loomis with helping the casino strengthen customer loyalty.

“[Increasing market] share growth is important, but the main objective is to maintain the customer that Casino Magic has right now, and not lose anyone when key competitors expand their product,” Thompson said.

The work Loomis will handle for Casino Magic will not be as extensive as its rebranding assignment for Boomtown Casino & Hotel. Loomis won that estimated $7 million account earlier this year and broke its first advertising campaign in July.