In the Chicago market, there are 12 casinos. Each hoping to
take chips off the other guy's table. To distinguish Hollywood
Casino, we entered the psyche of their players. Then recreated
the brand identity with a themeline that was pure Hollywood,
and totally casino.
We encouraged players to "Make a Scene." To have their
big night here. Then we went on to build identities for their
restaurants and promotions. KaChing!
