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Seiniger's Wild West

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Animals Catch the Gaming Bug in Agency's Launch Campaign for New Nevada Casino
LOS ANGELES--Seiniger Advertising takes a walk on the wild side in its launch campaign for Ameristar Casinos' newest gaming facility, The Reserve.
The Henderson, Nev., hotel and casino, which opened earlier this month, boasts an African safari theme, which Seiniger picked up for its print, local TV, bus wrap and outdoor campaign. The tagline is: "A whole new breed of casino." Billings are under $5 million, according to industry estimates.
One print ad depicts a pensive-looking orangutan, with text below that reads, "We know a good poker face when we see one." A cheetah appears in another ad, with the text, "If the food were any fresher, you'd have to chase it."
The Reserve logo and tag appear along the bottom of the ads.
A 30-second TV spot shows elephants, giraffes and other animals running across the African plains. The viewer later learns that they are rushing toward the new casino.
Beverly Hills, Calif.-based Seiniger, whose clients are mainly in the entertainment industry, will roll out the campaign over the next year. "We wanted to convey the ambiance of the hotel through the advertising," said Tony Seiniger, agency president and chief executive officer.