Loomis Rebrands Casino Magic

The Loomis Agency urges viewers to “Go to town” in its first advertising for Pinnacle Entertainment’s Casino Magic.

A 30-second television commercial, the first of three, breaks this week on prime-time and morning shows in Shreveport, Texarkana and Monroe, La., and Dallas, Tyler and Longview, Texas.

The Dallas shop won the estimated $7 million account earlier this year with instructions to deliver a rebranding campaign for Casino Magic in Bossier City, La.

The riverboat was sinking under the weight of competition from the nearby Harrah’s, Horseshoe and Hollywood Casinos. The Glendale, Calif.-based Pinnacle renovated the gaming property, transforming it into a Southwestern “Boomtown.”

“It was a place that had someregulars, but there was no energy,”said Carl Thompson, senior vice president and director of strategic planning at the agency. “Gamblers like action. That’s what makes the place go.”

The shop created a music video that will play in the riverboat’s bar. “Music is energy,’ said Thompson.

Agency chief executive officer Paul Loomis composed the music and copywriter Michael Tuggle penned the country-western lyrics for a three-minute video starring Nashville, Tenn., session singer Perry Danos. Danos shares the spotlight with a trio of Boomtown girls, who are attired in gold lamé and leather chaps. Ken Morrison of Shock Me Productions in New Orleans was the director.

The quick-cut video, from which the TV ads are fashioned, shows games of chance, the casino’s three restaurants, the Boomtown girls, dancers and people having a good time.

“We centered the action around things the competitors can’t claim,” said Loomis art director Alan Eskew.

Outdoor signs poke fun at Vegas-style rivals. “Marble is for museums,” states one billboard. Print ads will run in magazines such as Avid Golfer and Southeastern Gamer.