PLAY MORE. BE HAPPY.

ISLE OF CAPRI CASINOS

  • PLAY MORE BE HAPPY

    CHALLENGE

    To increase market share, revenue and shareholder value.

    STRATEGY

    Develop a fully-integrated multi-channel campaign to be used across multiple brands that communicates that Isle of Capri casinos are the home of seemingly endless play, better chances and more winners…where fun, friendly and fantastic value is the rule.  The campaign was designed to be integrated across all channels including traditional media, social media, digital and most importantly, the delivery of the experience at the operations level.  Team member engagement was crucial to the success of the campaign.

    CREATIVE

    The strategy started with the development of a tag line and logo that communicates “This is your happy place.”  Play More. Be Happy. was born.  The universal language of emotions in the form of emoticons were added to enhance the feeling and sentiment behind the positioning.  The positioning personality was further enhanced by the use of bright, bold color.  A light-hearted and playful voice contributed to the guests’ sense of excitement and fun.

    RESULTS

    Since the introduction of Play More. Be Happy., the stock price doubled.  Revenue growth continues with a 7.5% increase in Isle of Capri’s third fiscal quarter.  Adjusted earnings for the same period beat analysts’ estimate by a wide margin.  In its markets of operations, Isle of Capri represented 56% of the total market revenue increases.  The campaign has also resulted in a dramatic increase in social media engagement, far exceeding industry standards.