ATLANTA Chess Communications Group has launched a television campaign for the Isle of Capri Casinos and its players' club, IsleOne.
Two spots from the Baltimore agency feature actor Ricardo Montalban and play off his role as Mr. Roarke on Fantasy Island, an ABC program for seven years beginning in 1977. Montalban has been the voiceover in the client's radio commercials for the past six years.
"We felt Mr. Montalban's wide appeal to the target audience would help us brand the new players' club and break through the clutter," said agency chairman Bruce Iannatuono.
The spots, titled "Benefits" and "Scratch," broke last week on the Nasdaq Jumbotron in New York's Times Square. The ads will air on cable and network channels in 43 U.S. markets through spring.
Mark Elmore, senior vice president and creative director at Chess, wrote the commercials, which were shot in Hollywood on a set dressed to resemble Fantasy Island.
The client is the nation's sixth-largest gaming company with 13 riverboat, dockside and land-based casinos in Biloxi, Vicksburg, Lula and Natchez, Miss.; Bossier City and Lake Charles, La.; Black Hawk, Colo.; Bettendorf, Davenport and Marquette, Iowa; and Kansas City and Boonville, Mo. The client also operates Pompano Park Harness Racing Track in Pompano Beach, Fla.