Customers Are Celebrities at Hollywood Casino

Marketing Continuum Creates Stars in TV, Radio, Print, Outdoor
DALLAS–The Marketing Continuum has launched a new campaign for one of Hollywood Casino Corp.’s gaming properties.
The ad campaign for the casino in Tunica, Miss., builds on the Dallas shop’s 1999 work. That effort focused on the special treatment and amenities afforded to customers by the casino and featured the tagline “Feel like a star.”
John Hill, group creative director at The Marketing Continuum said, “Casinos usually look at the casino and not the customer. We turned the camera around on the customer and captured something unique–feeling like a Hollywood star.
“This year’s campaign takes that message one step further and says while you may not be a celebrity, you can still feel like one by taking home Hollywood money,” Hill added.
The campaign comprises three television commercials, four print ads and six outdoor messages. Two radio spots and an interactive promotion will roll out in four weeks.
The 30-second TV ads, directed by Stewart Cohen, depict ordinary people pining after the trappings of stardom. A man standing next to his mailbox dreams of receiving fan mail; a woman tries to give away her autograph; and another, viewing herself in home movies, believes herself to have star potential. None of the subjects is successful in his or her drive for celebrity status, but they all “take home Hollywood money.” Each ad ends with the “Your place to shine” tagline.
Targeting people in their mid-30s and older, the TV ads are airing in the casino’s core markets of Alabama, Arkansas, Mississippi and Tennessee. The advertising is appearing on broadcast and cable channels such as H&G, Lifetime and USA through December.
The media budget was not disclosed. Last year’s ad expenditures by Hollywood Casino Corp. amounted to $4.2 million, according to Competitive Media Reporting. K