Challenge:Introduce a casino to the Portland OR DMA, a market with steep competition
Obstacles:Local casino venues are aplenty, most having loyal patronage for 20+ years
Approach:Be everywhere in unexpected ways. By creating VIP experiences in concert with local television and radio outlets, aligning with a highly popular MLS team to elevate the brand to a loyal fan base, partnering with the area’s premier entertainment venue to establish ilani as the after-party destination, we built a strong entry into the market, showcasing the brand as a gaming destination like nothing else in the Northwest.
Results:On opening day, the property exceeded attendance projections by approximately 25% and caused an eight-mile back-up on I-5, the main thoroughfare to the casino. After building a strong entry into the market on opening day, we continued to showcase the brand as a gaming destination like nothing else in the Northwest.