Mardi Gras Casino
Mardi Gras Casino is a multi-entity gaming property located in Hallandale Beach, Florida, featuring slots, live greyhound racing, simulcast betting, poker, live entertainment, and dining. While Mardi Gras has been in the South Florida market for over 70 years, their brand had become fragmented and in need of an update. After being awarded their account in 2014, Pace was asked to provide a full scope of integrated services including media buying, branding, television and radio production, web design and development, and creative execution.
To accomplish this, we decided to highlight some of Mardi Gras’ most valuable USPs: the party atmosphere, showgirls, huge cash prizes, and weekly events. Pace focused on these USPs by creating unique ways to incorporate them across all platforms. Some tools that were used to track and measure the results of this rebranding campaign included coupon redemption, web traffic, and membership data. These particular metrics provided the fullest picture of the local gaming landscape.
Pace set out to reinvigorate the brand, carving a distinct position for Mardi Gras Casino within the South Florida market that would help consolidate their play and increase new memberships.
By the beginning of 2016, all of these metrics (coupon redemption, web traffic, and membership data) indicated an increase in traffic and new memberships. One of the most successful initiatives utilized a rebranded $25 Free Play sticky note on the cover of the Miami Herald and Sun Sentinel. The sticky notes were strategically timed to coincide with an extended holiday weekend, giving players more days to take advantage of the promotion. For the month, the initiative boosted new member registrations by over 50%.