Property Type: Multi-property casino group. Metro size – 1.9M TV households.

Challenge: To develop and implement an effective media plan for all properties with less than or equal to current budget.

Budget at time Red Circle hired: $6M

Before Red Circle: The client’s total spend of $6M included spot TV, regional cable TV, local radio, local newspapers and out-of-home.  The casino was a major sponsor of sports teams in the community but that was not part of the media budget.

Red Circle Results: We decreased the budget by 25% from $6M to $4.5M the first year and then another 12% from $4.5M to $4.0M the second year. The client was purchasing the correct media but not efficiently.  We continued advertising in all of the same vehicles but with cost efficiencies, media dollar reassignments and media measurement tools, we decreased the budget and delivered greater reach and frequency. 
In television, we increased the reach by 12% and the frequency by 4 times. In addition, we evaluated the sports contracts and demonstrated how casino advertising should be incorporated into these packages at no extra cost thereby reaching the valuable sports audiences more and more often.  Casino profits continue to grow year to year and although mass media is not the sole contributor to this growth, it is a major part of the growth.