–Kevin McElroy, Vice President of Creative Services
Case Study
Research Drives a Successful Rebrand
Desert Diamond Casinos partnered with Marketing Results to develop a cohesive casino brand and advertising strategy that redefined their image, boosted customer engagement, and grew local market share.
Situation
Desert Diamond Casinos, an enterprise of the Tohono O’Odham Nation in Tucson, Arizona, selected Marketing Results as their marketing agency to develop a new brand position and associated advertising strategy for their multi-property organization. While the Desert Diamond name was well known for gaming, amenities like the hotel, restaurants, and entertainment were underused.
Solution
Marketing Results conducted market research through an Advertising, Awareness & Usage study and a customer satisfaction study to understand customer perceptions, competitors, and gambler motivations. They also interviewed key executives and led leadership and SWOT workshops.
As a result, the casino brand was renamed Desert Diamond Casino & Entertainment, with property names updated to Desert Diamond Tucson, Sahuarita, and Why. Marketing Results also created a new brand identity, logos, and design standards.
The new image campaign was introduced based on the diamond shape. The campaign was focused on differentiating the company from aggressive competitors in the market. New television and radio commercials were launched that reinvented the image of the diamond as the “Shape of Escape” to relate to casino players.
Results
Follow-up research conducted separately by Desert Diamond reported an increase in customer awareness and consideration from the benchmarks established in the initial research. Rated play also increased in a market that was in decline at the time.
