Sycuan Casino has launched a new branding campaign and rally cry for the property in “Play. Win. Together.” The campaign was launched with a VIP Media event this evening in the state of the art “Live & Up Close” Theater.
"’Play. Win. Together.’” as a brand means so much more to us than standard casino messaging. It is about our relationships here with our customers, the community, and San Diego as a whole," said John Dinius, interim general manager. "We are going the extra mile to walk the walk here. From our newly re-launched Club Sycuan program that is the undisputed best in the market, to our huge new non-smoking area, we have listened to San Diego and retooled the environment for our market.”
The campaign itself is a slice of life in San Diego, featuring the close connection Sycuan Casino has to the community and, of course, the nonstop action that the gaming property offers. Sycuan assembled a top-notch production team featuring Director Jeff Apps, known for several national campaigns and music videos, along with Oscar-winning cinematographer Russell Carpenter (1998, Best Cinematography, "Titanic"). The TV and print pieces feature not only actual Sycuan employees and charities, but a few cameos from San Diego icons like Padres Playoff hero Steve Garvey, NBA Hall of Famer Bill Walton, Charger Legend Billy Ray Smith, and Professional Wrestler Rey Mysterio Jr. The song in the TV spot, “One Minute More”, was provided by the high-energy duo, Capital Cities.
“Sycuan Casino is such a sincere brand, so authenticity and realism were important to us. From community efforts, to partnerships, to gaming, this spot is a true cross section of a day in the life of Sycuan and its employees,” said Dan Morales, marketing director. “Throughout the campaign, these are real Sycuan Casino employees. They are veterans. They are volunteers. They are amazing people to interact with on the casino floor. It is so real and we are so proud of that.”
Besides the premiering TV spot. A complementary high profile radio, print, outdoor and media campaign have been rolled out as well.