Harrah’s Ak-Chin Casino

Harrah’s Ak-Chin Casino was relaunched in 2018 after an extensive property renovation and development of an additional hotel tower to increase guest capacity. A previous agency developed a new tag as part of their Play For All.® relaunch, along with an animated creative execution and media campaign. Leadership felt the campaign and strategy was not sustainable to generate more player visits, overnight stays and revenue at a high ROI in the long term.

Commit Agency was hired in 2019 to leverage our strategic approach to business. Through our research, extensive mystery shop and campaign audit, Commit Agency developed a more effective and efficient integrated media campaign to improve audience targeting, media channels, messaging and overall brand experience. We then expanded on the new tagline to establish Harrah’s Ak-Chin Casino as the ultimate destination for Play For All.®, as well as their meaningful point of difference in Arizona with Caesars Rewards®, the nation’s #1 player rewards program. An integrated creative and media strategy was developed that worked within budget.

The deployment of this strategy successfully produced an increase in player visits, average spend and overnight stays via online bookings – all within the existing budget. The updated campaign direction also effectively distinguished them from the competition by highlighting their meaningful point of difference, Caesars Rewards®. Newly designed promotional campaigns focused on new card sign-ups reversed a 13-month decline in new player registrations and delivered one of the highest coin-in days of the year.