Intelligence
The original Creek Nation Casino was a melting pot of players and employees—by far the most diverse for any casino in the area. And while their new casino in south Tulsa, River Spirit, did offer additional dining options, a better live music entertainment venue and a much more modern, sleek design, the new facility did not have a hotel, a golf course, and other resort amenities like their top competitor in town. They were still, at their core, a casino.

In order to keep the majority of their current core customers, while gaining their desired south Tulsa target, we recommended they embrace the main emphasis on gaming and honor true gamers. Much of the eclectic, core Creek Nation Casino customers, as well as the employees, would transition to the new River Spirit Casino. Therefore, the new customers would have to be comfortable around diverse types of individuals.

Influence
In this branding campaign, we identified and honored nine diverse player personality-types by creating and showcasing a unique movie-like character for each. Feel of the TV was meant to convey the hip, action-packed feel of the new casino.

Impact
The launch of River Spirit was a huge success. Each day of opening week more than doubled the attendance of the largest day in Creek Nation Casino history, and the first few months continued to shatter casino records for both attendance and coin-in.