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Dailey Wins $10 Mil. Pala Casino Resort

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LOS ANGELES Pala Casino Resort & Spa has tapped Interpublic Group's Dailey & Associates to handle its branding and advertising assignments, the agency said.

The West Hollywood, Calif., shop said it won the Indian-gaming property account following a seven-contender review. A full range of creative is expected to launch in May.

Although he would not disclose a specific creative strategy for Pala, Dailey executive vice president, managing director Michael Perdigao said the agency would "create an umbrella campaign," allowing the resort's features "to build on each other, to create a brand that [would] differentiate itself."

Pala's previous ad efforts, by San Diego independent MeadsDurket, revolved around its live entertainment offerings and party-like atmosphere.

Instead of positioning the property as a Vegas-glam hot spot—the ad angle adopted by recently renovated Casino Morongo, near Palm Springs—Dailey said its Pala campaign would address diverse audiences, focusing attention on its "upscale ambience" and fashionable amenities.

In addition, Perdigao noted that IPG sibling Ten Communications, also in West Hollywood, would work with Dailey to target Asian resort-goers.

Pala spent $7 million on advertising in 2004, per Nielsen Monitor-Plus; an agency estimate puts the 2005 budget closer to $10 million. According to Perdigao, initial media buys—expected to include outdoor, direct, online and radio—would be concentrated in San Diego, Orange, Los Angeles and Riverside counties.

Located in the Palomar Mountain foothills just north of San Diego, the Pala Casino is one of the region's largest. The Pala Indian Reservation grounds encompass a 15-month-old, 507-room hotel; day spa; several restaurants; concert amphitheater; event showrooms; and extensive meeting, banquet and recreation facilities.

The Indian gaming industry, which took in $18.5 billion nationwide in 2004, according to the National Indian Gaming Association, is one of the fastest growing in California. Dailey's related category experience includes work for Best Western hotels, the Hilton Gaming Corp. and slot machine manufacturer International Game Technology.