Changing Casino Magic’s Luck

The Loomis Agency has been awarded the estimated $5-10 million advertising account of Casino Magic.

The Dallas shop’s mission is to relaunch the Bossier City, La., gaming operation.

No review was held. Loomis was invited to make a presentation by Pinnacle Entertainment, the company that purchased Casino Magic and its sister properties in 1998.

Loomis had briefly worked for another Pinnacle investment, Harvey’s Casinos in Lake Tahoe, Nev., before that gaming establishment was sold last year.

“[Pinnacle] liked what we did,” said Loomis senior vice president of strategic planning Carl Thompson. “Basically they called and asked if we would like this other opportunity.”

Loomis is being called in to help with a major facelift at the Bossier City location, the most poorly performing of Pinnacle’s seven U.S. properties.

Revenue from the Louisiana riverboat decreased from $131 million to $110 million last year, the company reported, primarily due to competition from other local casinos.

According to Pin-nacle’s fourth-quarter earnings statement,$25 million is currently earmarked for a renovation and expansion program of Casino Magic’s operations.

That figure includes remodeling of the pavilion building and dockside riverboat casino, adding restaurants and a new multi-purpose showroom, as well as other facility improvements.

“Pinnacle bought this casino with the goal of making it a category leader,” Thompson said. “We’re going to be working on a number of initiatives aimed at changing up the customer base and making the property more appealing.”

Thompson, who led the presentation process for Loomis, said that a spring campaign will feature television, radio, newspaper, outdoor and direct mail.

The scope of the advertising campaign could extend for the first time into Arkansas to reach potential new customers, he added.

The client could not be reached for comment at press time.

A source, however, confirmed that Darlene Hirschorn, Casino Magic’s former director of marketing, left the company last week and has not been immediately replaced.

Advertising was previously handled on a project basis by several entities.

Media spending on Casino Magic was just over $1 million last year, according to CMR.