Soaring Eagle Casino & Resort
Positioned to Win
Following a $25.6M renovation, Soaring Eagle Casino & Resort sought a refreshed brand identity to reflect its upgraded venues and elevated guest experience.
Outcomes
Services
Where We Started
Despite significant enhancements, guest perception remained unchanged, and many still viewed Soaring Eagle similarly to competing casinos.
Research
We found that guests were willing to travel for a premium entertainment experience, but didn’t recognize Soaring Eagle as offering one.
Our Solution
We repositioned the resort as Central Michigan’s premier entertainment destination and launched the Bring on the Bliss campaign to highlight the elevated guest experience.
The Outcome
The campaign launched in January 2019 and received strong positive feedback from the property, the tribe, and the community.