Case Study
Pechanga Resort & Casino
Learn how high impact, in-language creative drove visits and bookings for a resort and casino
Play Your Perfect Combination
The Objective
Pechanga’s 2023 Q4 Winter multicultural campaign seized the opportunity to target their desired audiences and bring awareness to their brand in an untapped market. As a minority-owned business, inclusion is at the heart of Pechanga’s strategy and business practices. In their effort to maintain the enthusiasm and loyalty of its regional casino guests, Pechanga looked outside of the box to meet and find their desired audience where they frequented the digital realm. This first-of-its-kind campaign set out to raise awareness of their brand and its offerings, garner new guests, and reach a prime audience in an authentic way.
The Solution
Bespoke creative assets were developed in six different languages - English, Spanish, Cantonese, Mandarin, Korean, and Vietnamese. Through the use of DCO, the appropriate language version was served to the right target segment in real-time.
The interactive campaign invited audiences to create their “Perfect Combination” and by interacting with the rich media to build their own Pechanga Resort Casino experience. These units appealed to the individual’s tastes and desires by featuring the most interesting amenity options available - all in their native language.
The high impact creative was paired with several targeting tactics to further appeal to the target audiences. Geo-targeting tactics were used to conquest competitors, target key ethnic communities and points of interest, and hone in on sports/entertainment venues - a cross-interest of casino gaming enthusiasts.
The Results
Pechanga’s 2023 Q4 campaign initiative proved to be quite successful. Focusing the strategy on the Asian segments with in-language high impact creative deployment at key moments and layered with additional targeting parameters achieved the desired result. In total, the campaign delivered a 2% engagement rate, 10 second average exposure time, and a 0.22% click-through-rate. More impactfully, the campaign helped to deliver significant business results for the brand.
The Q4 Winter campaign results proved the initiative highly successful with numbers including a 65% increase in unaided brand recall, 1.2 million new visits to the resort casino, a 5% increase in casino play, and 17% increase in hotel bookings. Additionally, the campaign accounted for a 43% increase in spa treatments, one of the many unique experiences featured in the immersive creative shown to the target audience.
Increase in Unaided Brand Recall
New Visits to the Resort
Increase in Hotel Bookings
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