Last Is First for Miami Gaming

ATLANTA-A latecomer to the competition unexpectedly walked away with all the chips last week, when Miccosukee Indian Gaming in Miami named Marketing Magic of Hollywood, Fla., the winner of all three portions of its $4.7 million account.
Resort and casino officials had originally planned to divide the business among three agencies: one each for the property’s casino, the new luxury hotel, and the entertainment and sporting venue. But after the five competing agencies had shown their best cards, following an all-day series of presentations last Monday, Marketing Magic was named the sole winner.
The other contenders, all in Florida, were Beber Silverstein & Partners, Miami; G&G Advertising, Orlando; Lipof & Zayas Advertising, Fort Lauderdale; and Evans & Fitzgerald, Coral Gables. The incumbent was JGR & Associates of Miami.
“This turned out to be much, much better than we ever anticipated,” said Marketing Magic partner and president Bob Rose. “This is the most exciting piece of business we’ve had in some time. We’re pumped.”
Rose said his shop submitted a request for bid after the deadline and “pleaded our way in . . . almost as an afterthought [to Miccosukee] . . . And these guys got over 300 responses from an ad they put in Adweek.”
Miccosukee representatives have said the casino’s general marketing budget is $1.8 million, with event promotions worth just over $700,000. Rose said last week that he was told by hotel management their advertising budget for the planned five-star facility is $2.2 million.
Rose said there would be separate account executives for the three segments of the business. Ironically, though it was Marketing Magic’s experience with cruise lines that feature offshore gambling that helped the agency get into the review, Rose said the shop would immediately resign all of its other South Florida gaming accounts.
Miccosukee director of marketing Jeff Purcell was not available for comment. ƒ