Bear River Casino and Hotel
Challenge
-Bear River Casino retained ERC as their Agency of Record in July 2013. -Existing brand and marketing was very “corporate and bland” and lacked excitement. -Client wanted to take their brand to the next level -Goals were to increase foot traffic in the casino, and give them an edge over the small but competitive local market, as well as expand their reach to non-locals.
Solution
Strategy & Positioning -Bear River Casino required a brand with more energy and vibrance, that would be more reflective of the entertainment, events and promotions that they provided to the community. -Capitalize on the location of the resort being the closest major hotel to the famed Avenue of the Giants and Redwood Forest. Execution -A unique “Be” brand concept was created with flexibility to allow customization for the positioning line to be tailored to each amenity and product Bear River Casino offers. -The new brand had more “people element” and more life and vibrancy. Elements of the natural setting around them were also brought in, contrasted by movement and color overlays -Their casino promotions were also reinvented with more color and focus on what mattered to the player
Results
In the recent years, Bear River Casino’s profit margins have increased dramatically. • Growth is obvious through additions to the casino, remodels of the casino, hotel and hotel rooms, as well as a new events center venue and brewery just to name a few Bear River Casino has easily become “The Place” within the North Coast near Eureka, CA
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