Gila River Gaming headquartered in the greater Phoenix area has operated three successful casinos for 15 years. But late last year, the smallest most modest of the three, Lone Butte, metamorphosed into a glamourous and sexy new property with 850 machines, cocktail lounge and five restaurants.
When Red Circle agency was asked to create the campaign for the new Lone Butte, the creative team wanted to build on the current campaign for Gila River properties “Is This Your Lucky Day?” so they invented a character named “Lady Luck” to act as the muse for the new casino’s guests. In the second ad, the customer is asked to think about what “Anticipation” means. The theme for both spots is “Luck Has a New Home.”
The spots were shot by Marco Baca, of Orange Filmworks, Minneapolis, MN. Both have a sleek sinuous rhythm track and photography that captures every glittery detail of the gorgeous new property. “We wanted to not just show people how beautiful this place was, but what kind of fantasy world they could enter, assuming they were in the right mood!” said Creative Director Cathy Grisham.
Filled most every night since launch, the Lone Butte Casino has been a raging success for Gila River Gaming, which is set to debut its next new flagship hotel and casino, New Wild Horse Pass near Chandler November 2009.