Showboat Casino & Hotel
We had the pleasure of working with Showboat Casino for over twelve years. When we were initially appointed agency of record for the casino, there were major obstacles to overcome. For starters, Showboat was the smallest property in Atlantic City, and located in the section of the boardwalk, dwarfed by the Taj Mahal. Partnering with their general manager, Herb Wolfe, we embarked on an extensive research program to gather information for the strongest and best approach to positioning the casino. The data gathered allowed us create a unique identity, consistent branding and a subsequent marketing campaign for Showboat that was recognized as an industry standard. Our efforts and commitment to the casino proudly resulted in several noteworthy awards including: Michael Pollock’s Gaming Industry “Benchmark For The Coming Decade” Award and AC “CASINO OF THE YEAR” for six years by The Courier Post. Finally, in independent research studies for unaided awareness conducted during the 90’s Showboat went from being the very last casino on the list to maintaining the number one position in unaided awareness.