CHALLENGE: A change in tradition.

For over 137 years, Fair Grounds has been a racing, sports and entertainment institution in New Orleans. When a permanent, state-of-the-industry slots facility opened prior to the start of the 2008 season, it was time to make an official announcement about the new Fair Grounds Race Course & Slots.

STRATEGY: There’s a new pair in town.

To create awareness about the facility, excite people about a big change to their beloved venue and get them out to the Fair Grounds, we developed the “Happy Together” campaign. We presented two previously unrelated activities as a natural combination for gaming enthusiasts, and introduced the “new pair in town.” Creative for TV, radio, outdoor, print, taxi tops and bus sides featured a jockey toting his best-friend slot machine around town – feeding ducks in the park, riding bikes, taking photos. We launched the campaign a few weeks prior to the opening of the 2008-2009 season and continued promoting the “new pair” through the end of the year. After the opening, we also launched separate campaigns that targeted the slots consumer and the racing consumer specifically.

RESULTS: And they’re off!

It didn’t take long to prove that this new pair truly is happy together. The season’s attendance was nearly twice that of the previous year, and gaming revenue increased even more. November’s gaming revenue was 107% higher than the previous year, and December saw a 121% increase over the previous year. After 137 years, change can be a good thing.