Together, the integrated agency team leveraged the casino’s unexpectedly short distance from New York, and chose tongue-in-cheek humor to promote the casino in print, radio, outdoor, interactive and television ads.
Wherever possible, the agency employed a “hyper-local” strategy, using GPS coordinates to tell consumers exactly how close the casino is to their current location. Talk about convenient.
The campaign began with Teaser Billboards that included only the “vanity URL” “getluckyinnotime.com.” The address drove to a landing page where potential visitors would get instant Google maps directions from their location to Parx. The site had over 15,000 visitors over two weeks—testament to the highly successful cross-platform campaign used to reinforce this message.
Using the newly minted “Get Lucky in No Time” tagline, the team was able to demonstrate Parx doesn’t just provide a superior gaming experience, but is a quality entertainment destination with nightlife and fine dining that doesn’t require a planned vacation or an overnight stay. Impulse getway, anyone?
The agency purchased New Jersey Transit “Station Dominations” as part of the full campaign launch, giving Parx all advertising in major NYC commuter hubs such as Metropark, Secaucus and Summit. The ads, which featured lines such as “Feel Like Craps?” “Switch Tracks” and “By The Time The Local Gets Here, You Could Be At Parx,” teased commuters that there’s something out there far more exciting than their train ride to home or work, much was easier to reach than they thought.
The bold campaign also relied heavily on TV and radio, using humorous spots to drive home the message of proximity and time.