Danielle Marcario/EditorGreat Scott Productions/Post House We wanted to let people know that if they play at our casino, they wouldn't be rewarded with cheap casino giveaway items. Instead, we'd give them cash back for playing our slots. Which is the whole reason they're here in the first place. Programming was selected that reaches the target but also has a high reach with households. Some types of programming chosen were ER, Friends, OTO events (Grammies, Oscars), Major League Baseball (Diamondbacks) and the 5pm, 6pm and 10pm local news programs. The spot was put in heavy rotation in order to maximize reach and frequency. The goal of 80% Reach with a 3.0 frequency over four weeks was achieved. The media team discussed the marketing goals with the account services and creative team. It was decided to purchase television (broadcast and cable) to reach the target audience of adults aged 35-54 who frequent Indian casinos. Programming was purchased to reach not only the target but also reach non-gamers. We wanted to encourage people to sign up for the slot club. Who doesn't want money? Our broad target was everyone. Far too often, a spot is funny just for the sake of being funny. An award-winning ad needs to not only be entertaining, it also needs to communicate its message. This one does both. In addition, it's well art directed, intrusive and engaging. It actually rewards the viewer for watching it.

After discussing the marketing goals, the entire account team selected radio as one of the media to relay the message that poker had arrived at the Casino of the Sun. Because poker is not very visually interesting, radio seemed to be the perfect medium to get our message across.