Kovel/Fuller Fetes ‘My Barona’

Loyalty the Main Theme of New Casino Ads
LOS ANGELES–Barona Casino has launched a new ad campaign that honors its loyal customers.
Themed “My Barona,” the effort includes print and broadcast ads, including a 30-second TV spot that features a country and western song sung by Juice Newton. Ad spending is budgeted at $3.7 million annually for the next two years, according to executives with the Lakeside, Calif., casino.
Kovel/Fuller created the campaign, which is the Los Angeles agency’s first work for the Barona Band of Mission Indians since winning the account earlier this year. Ads are running in the San Diego market.
“We’re looking to keep our frequency up and grow our customer base,” said Linda Devine, the casino’s assistant general manager.
Ads depict customers enjoying the fun atmosphere of the casino, including food and games.
“During our initial research, we discovered extreme loyalty on the part of Barona’s customers,” said Lee Kovel, the agency’s chief creative officer. “Many of the customers with whom we spoke are on a first-name basis with Barona employees.”
Several of the casino’s employees appeared in the TV spot as extras.