Harrah's Cherokee Casino Resort

Harrah's Cherokee Casino Resort - Harrah's
Challenge

With two unique properties located just 60 miles apart in Western North Carolina, and a planned expansion of over 700 new rooms, new convention center and new dining venues from celebrity chefs, Harrah’s Cherokee Casino Resort and Harrah’s Cherokee Valley River Casino & Hotel wanted to bring attention to their amazing gaming, dining, and entertainment throughout the Southeast. While their gaming floors rival that of Vegas casinos, many people still did not know much about the properties, or where exactly they are in North Carolina. And for the first time, they will have competition as 2 new rival casinos will open in a matter of months. 

Solution

62ABOVE started with an extensive research study that included site visits, 30+ hours of stakeholder interviews, and over 19,000 responses from loyalty members. What we uncovered was that because of their amazing customer service and beautifully well-appointed properties, Harrah’s Cherokee Casino Resort and Harrah’s Cherokee Valley River Casino & Hotel have a special place in guests’ hearts. Or as we like to say, our guests experience a “higher level of entertainment” when they are here.

Results

We brought the properties to life in a campaign called Put On Your Party Hat. From gaming to fine dining, golf to lounging at the pool, we were able to show how guests feel transformed when they are here. Visitors to Harrah’s are welcomed to North Carolina’s best and most exciting gaming experience where you can indulge and unleash “a more exciting you.” Everyone is encouraged to “Put On Your Party Hat” and stay a while. But Put On Your Party Hat is much more than an ad campaign - it’s a brand direction that Harrah’s Cherokee can mine for many years to come. 

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