San Manuel Indian Bingo and Casino did not have broadcast that they could use. Still the casino had to maintain top-of-mind awareness with gaming enthusiasts within its trade area. Our goal was to communicate the value of a casino that has paid out 1.2 billion dollars since opening in 1986. The net takeaway of this ad is simple: This is the place that I stand a good chance to win. Purchasing media for the San Manuel Indian Bingo and Casino is a challenge. The casino is located in Highland, California. Highland is in the Riverside/San Bernardino metro area. However, Riverside/San Bernardino is part of the Los Angeles DMA. Much of the media that reaches this marketplace is Los Angeles media. What this means is that media can be very expensive with a tremendous amount of wasted audience who are in the Los Angeles DMA. All types of media were researched to reach adults’ aged 35-54 who frequented Indian casinos in the Riverside/San Bernardino area. Television was examined. Because the San Manuel Indian Bingo and Casino is located in the Riverside/San Bernardino area of the Los Angeles DMA, television was too costly with a significant waste of audience. Radio was also examined. But since there was such a strong visual message, it was decided not to include radio. Newspaper was also considered. However, in the Riverside/San Bernardino not just one newspaper adequately penetrates the market. At least three localnewspapers need to be purchased (not including the Los Angeles/Orange County newspapers). By placing ads frequently in these dailies the campaign is not cost effective. There are no magazines with high circulation for this area.

In order for the creative messaging to be carried out most effectively, outdoor was selected. The strengths of outdoor for this campaign are as follows:Location of the casino in Southern California where the car is king.Availability of permanent boards along the most traveled freeways.A #25 showing with a DEC (daily effective circulation) of 106,700.Cost effective with a very low Cost Per ThousandExcellent quick, humorous, messaging The entire account team including account services, media and creative met to discuss the marketing goals of the San Manuel Indian Bingo and Casino. The media goals set forth in the marketing plan are to reach adults aged 35-54 who make three or more visits to an Indian Casino. After researching the Riverside/San Bernardino area, it was decided that the use of outdoor would be the best medium to reach this target. After these discussions, the creative team then utilized the “Man With One Ball Wins $100,000.” as an effective use of the outdoor medium. This submission is more than special; it’s sensational. Who can resist the lure of the tabloids while waiting in a check-out line? Who hasn’t peaked inside the “National Enquirer” to read about stories like “The Two Headed Boy Who Ate His Neighbor” or “Big Foot Found Fighting For The Taliban”? No one can. Just as no one can pass by this board without taking notice. Our reader may be tempted to visit this casino if they have a sense of humor. If they don’t, they’ll continue on their way towards an unhappy and unfilled existence. But that’s okay, because we don’t want them anyway. We do, however, hope that you are someone who can appreciate scandalous behavior, juicy gossip and the occasional freak show.

The entire account team including account services, media and creative met to discuss the marketing goals of the San Manuel Indian Bingo and Casino. The media goals set forth in the marketing plan are to reach adults aged 35-54 who make three or more visits to an Indian Casino. After researching the Riverside/San Bernardino area, it was decided that the use of outdoor would be the best medium to reach this target. After these discussions, the creative team then utilized the “Man With One Ball Wins $100,000.” as an effective use of the outdoor medium.