{"id":3385,"date":"2017-01-24T20:05:24","date_gmt":"2017-01-24T20:05:24","guid":{"rendered":"http:\/\/rpmadv.com\/?p=3385"},"modified":"2018-06-13T16:51:14","modified_gmt":"2018-06-13T16:51:14","slug":"true-hollywood-story-success-san-diego","status":"publish","type":"post","link":"https:\/\/rpmadv.com\/index.php\/2017\/01\/24\/true-hollywood-story-success-san-diego\/","title":{"rendered":"True Hollywood Story: Success in San Diego"},"content":{"rendered":"<img decoding=\"async\" class=\"alignleft\" style=\"float: left; margin: 1em 1em 1em 0; max-height: 200px; max-width: 200px;\" src=\"http:\/\/rpmadv.com\/wp-content\/uploads\/2017\/01\/pedi-cab_300x300.png\" alt=\"pedi-cab_300x300\"\/><img decoding=\"async\" class=\"alignleft\"style=\"float: left; margin: 1em 1em 1em 0; max-height: 200px; max-width: 200px;\"  src=\"http:\/\/rpmadv.com\/wp-content\/uploads\/2017\/01\/jamul_300x300.png\" alt=\"jamul_300x300\" \/><img decoding=\"async\" class=\"alignleft\" style=\"float: left; margin: 1em 1em 1em 0; max-height: 200px; max-width: 200px;\"  src=\"http:\/\/rpmadv.com\/wp-content\/uploads\/2017\/01\/train_300x300.png\" alt=\"train_300x300\"\/><img decoding=\"async\" class=\"alignleft\" style=\"float: left; margin: 1em 1em 1em 0; max-height: 200px; max-width: 200px;\"  src=\"http:\/\/rpmadv.com\/wp-content\/uploads\/2017\/01\/marilyn_300x300.png\" alt=\"marilyn_300x300\"\/>\r\n<p class=\"p4\">Hollywood Casino Jamul-San Diego is the newest entrant into a crowded gaming market, with three established competitors all within a short driving distance of the new property. As a later entrant into the market, Hollywood must compete with entrenched properties with prevailing local market awareness, brand affinity and a strong database.<\/p>\r\n<p class=\"p4\">RPM was challenged to begin building brand awareness prior to the opening, and to drive interest by getting the word out that the property would\u00a0be premiering soon.<\/p>\r\n<p class=\"p4\">Using the Hollywood Casino brand as the foundation, RPM\u2019s strategy was to embrace the San Diego culture and position Hollywood Casino as <i>San Diego\u2019s casino<\/i>.\u00a0This included the development of a fully integrated campaign that used San Diego\u2019s cultural touchpoints as our guide posts, creating a framework for all messaging and creative. We wanted to weave Hollywood Casino into the local community fabric and reach San Diegans in their everyday lives to forge a direct connection with them.<\/p>\r\n<p class=\"p4\">To bring the strategy to life RPM used a multi-channel approach and developed tactics with the San Diego experience in mind, including visuals of the San Diego skyline, highlighting proximity positioning (Closest Casino to San Diego), leveraging locally based F&amp;B outlets, and building media partnerships with key stations and vehicles such as commuter buses and trolleys.<\/p>\r\n<p class=\"p4\">The \u201cPremiering Soon\u201d campaign launched in June 2016 and created pre-opening buzz that garnered the attention and awareness Hollywood was after \u2013 and set up the new property for success in a highly competitive market. Measures for success included pre-launch advertising awareness and online engagement.<\/p>\r\n<p class=\"p4\"><b>Results:<\/b><\/p>\r\n\r\n<ul>\r\n  <li class=\"p4\">In a short time-frame, campaign generated significant brand awareness in a locally competitive market place<\/li>\r\n   <li class=\"p4\">Impressions generated with street team engagement and celebrity impersonators present to take photos during two local festivals, led to thousands of social media engagements<\/li>\r\n   <li class=\"p4\">Facebook Page Likes spiked in correlation to paid advertising campaign<\/li>\r\n  <li class=\"p4\">CTR higher than the company benchmark for Facebook Page Like Ads<\/li>\r\n  <li class=\"p4\">Cost Per Page Like much lower than benchmark with weekly creative and targeting optimizations that serve the most relevant ad to the most engaged user<\/li>\r\n<\/ul>","protected":false},"excerpt":{"rendered":"Hollywood Casino Jamul-San Diego is the newest entrant into a crowded gaming market, with three established competitors all within a short driving distance of the new property. As a later entrant into the market, Hollywood must compete with entrenched properties with prevailing local market awareness, brand affinity and a strong database. RPM was challenged to [&hellip;]","protected":false},"author":8,"featured_media":3392,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[80,81,78,74,77,76,79,56,18,17,21,20,19],"class_list":["post-3385","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-brand","tag-branding","tag-california","tag-casino","tag-grand-opening","tag-hollywood","tag-jamul","tag-positioning","tag-rpm","tag-rpm-advertising","tag-rpm_chi","tag-rpmadv","tag-rpmchi"],"_links":{"self":[{"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/posts\/3385","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/comments?post=3385"}],"version-history":[{"count":9,"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/posts\/3385\/revisions"}],"predecessor-version":[{"id":3395,"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/posts\/3385\/revisions\/3395"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/media\/3392"}],"wp:attachment":[{"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/media?parent=3385"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/categories?post=3385"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rpmadv.com\/index.php\/wp-json\/wp\/v2\/tags?post=3385"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}