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Casino Times
> Casino
Articles
02 April 2007
 Pala
Casino Launches Contrary Ad Campaign
Everyday people try
their luck at casinos in hopes of winning and every day
casinos tell people how much better their facilities are in
order to entice people to gamble.
However, never before has
a Casino
created an advertising campaign and prepared a DVD to teach
people how not to win at their casino. So why is Pala Casino
Spa and Resort running ads that teach people how to win zip
at Pala?
According to Jerry Turk,
CEO and Developer of Pala Casino, "We believe the Southern
California market is saturated with casino advertising all
saying the same thing over and over again - best property,
Las Vegas-style gaming, looser slots, better odds, be a
winner. Everybody says the same thing, including us. We
wanted to use humour in a contrary way to deliver our
message to break through the clutter and get people's
attention."
Turk further stated, "We
also didn't want to entice people to gamble if they just
wanted to visit Pala for our restaurants, hotel or spa. This
is different from the conventional casino advertising seen
throughout Southern California."
Pala's new ads, which
break throughout Southern California on April 1, introduce
Hoyt Monroe, a middle-aged, cigar smoking, former casino
gambler, who has devised his "guaranteed proven methods" for
not winning at Pala. The concept is simple: 'Stay out of the
casino' and utilize Pala's other great amenities instead.
However, as Hoyt says, "The guarantee does not apply if you
gamble in any way at Pala."
Through a combination of
television, print, radio and outdoor ads, Hoyt explains the
various ways that guests can "win zip at Pala." These
techniques include (before going to Pala) starving yourself
so you can sample each of Pala's eight great restaurants, or
staying up all night so you'll go directly to your room and
stay in your luxury bed all day in Pala's Four-Diamond
hotel.
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