Sycuan Casino Launches Innovative Outdoor Ad Campaign w/ @OutfrontMedia
Gail Chiasson, North American Editor
Sycuan Casino partnered with OUTFRONT Media, New York, in the San Diego market recently, creating a dynamic campaign for San Diego and the out-of-home space.
The campaign used three OUTFRONT billboards located throughout the county. For it, the newly redesigned casino custom built channel-cut backlit letters to be posted on the boards spelling out one of three words in the casino’s new branding message: ‘Play.Win.Together.’ Large, custom built three-dimensional props added an extra element to these installations and helped illustrate the theme of each billboard.
“Though outdoor billboard advertising is by no means a new form of communicating brand messaging, the methods that have been used in the San Diego market have become stale, especially in the local gaming industry,” says Dan Morales, director of marketing at Sycuan Casino. “We saw this as an opportunity to raise the bar not only in our category but in the market at large – and, harmoniously, extend the message of our brand.”
The campaign is ‘a slice of life in San Diego’, featuring the close connection Sycuan Casino has to the community. Each of the OUTFRONT boards has a unique design, with no artistic duplication from board to board. The ‘Play’ boards that appeared on eastbound Interstate-8 included a giant baseball bat and ball cap, paying homage to the city’s pro-baseball team, the San Diego Padres. The ‘Win’ board on State Route 94 included enormous hundred dollar bills, reminding commuters that Sycuan is a nearby destination for them to win big. And, the ‘Together’ board, which appears on State Route 67, includes two oversized surfboards, a beach ball and sunglasses – a tribute to America’s Finest City.
Speaking of the vibrant billboards in the San Diego area, Clive Punter, OUTFRONT Media’s executive vice-president and chief revenue officer, says “Our spectacular locations in San Diego provide excellent visibility for Sycuan. Out-of-home is a great vehicle for casinos and it’s great to see Sycuan really standing out with bold bright branding. That’s what works best in out-of-home.”
The organically grown campaign was executed in-house at Sycuan Casino, from the conceptual stage to production, and installation was provided by OUTFRONT Media. The campaign also launched with a 60-second TV commercial, created by a production team including Oscar-winning cinematographer Russell Carpenter (1998, Best Cinematography, ‘Titanic’) and three 30-second radio spots voiced by iconic San Diegans Bill Walton, NBA Hall of Famer, and Steve Garvey, San Diego Padres Playoff hero.
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