Arizona casino enterprise taps OOH to drive brand recognition, consumer relationship
Gila River Resorts & Casinos expands its out-of-home advertising across Arizona and Las Vegas to boost brand awareness and build consumer relationships.Summary
Gila River Resorts & Casinos, which operates four properties in the Phoenix, Arizona, area, has significantly expanded its out-of-home (OOH) advertising strategy. After initially focusing on high-traffic corridors near its casinos to build local brand recognition, the company launched a new deployment featuring a series of billboards across Arizona and Las Vegas, including an LED display in Mesa, a wallscape in Phoenix, a projection display in Scottsdale, and a "spectacular" display in Las Vegas. The company worked with ad agency O.H. Partners and FRAME/Harkey Media on the complex project, which includes the largest wallscape in Arizona. According to president and CMO Dominic Orozco, OOH remains largely unchallenged by streaming services and offers a unique way to make the brand "larger than life" and build relationships with consumers through repeated messaging. Scott Harkey, CEO of The Harkey Group, emphasizes that successful OOH deployments require clearly defined goals, concise and high-impact creative, early stakeholder alignment, and realistic budgeting for production and installation. He also notes that bigger is not always better; the right location and smart creative can outperform size alone, and trying to fit too much information onto a board is a common mistake.
(Source：Digital Signage Today)