Black Oak Casino Resort

If you build it, they will come.

The Challenge.

Catalyst has had the pleasure of working with Black Oak Casino and the Tuolumne Band of Me-Wuk Indians since 2001. As their partner, the agency has assisted them with nearly every aspect of their marketing efforts, from strategic planning and player development to branding and in-market promotions and advertising.

In 2005, Black Oak Casino underwent a major expansion, creating a three-story gaming environment, a live entertainment venue and a family-oriented entertainment floor, complete with a 24-lane Brunswick bowling center and several new restaurants. Then, in 2013, construction on The Hotel at Black Oak Casino was completed, creating a unique overnight destination. Like many casinos undergoing major expansion, Black Oak needed assistance in building a campaign that successfully attracted new audiences interested in all of the new amenities, while retaining loyal guests who preferred the "old" Black Oak Casino.

The Strategy.

Expand marketing efforts to include a wider drive market for overnight stays. Promote new family-friendly amenities— hotel, restaurants and entertainment center. Turn unpaid media into paying guests wherever possible.

The Execution.

Expanded media buys throughout the Central Valley and the South Bay Area, covering 15 counties with a new TV and radio, print, outdoor, transit and online campaign. Catalyst was also able to leverage significant added-value components across all media extending marketing dollars, successfully negotiating more than $100,000 in added value through the use of tagged cable spots, prime broadcast TV bonus spots and Bay Area Traffic messages. Radio promotions were also used to extend the reach and frequency through the more local six-county area. This facet included on-air family-pack fievaways to promote the family entertainment venue, "Bet the DJ" promotions to announce new game offerings and on-air spots for live weekly entertainment.

Internal promotional items, outlet signage and a new website were also developed for Black Oak Casino to create a consistent brand and to promote the new property attributes.

The Results.

The Hotel sold out within the first 30 days. The agency negotiated more than $100,000 in added value across all media; over 30 articles, YELP and TripAdvisor reviews were generated; and the online campaign delivered nearly 15,000 clicks, .13 CTR (30% above the norm).