Sands Casino Resort
Case Study

Situation: After a prolonged absence from the region, the legendary Sands Casino Resort was being relaunched in Bethlehem, PA. While the Sands’ name contained some brand equity, there was no guarantee how gamers would respond to this new property now located in Pennsylvania.

Observation: Competition was fierce. Not only did the Sands have to compete with nearly a dozen casinos in their own state, but with every casino in the region. With a majority of the media budget being spent in New York City, the strategic plan called for the Sands to go head-to-head with the major resorts in Atlantic City.

Solution: The messaging called for something old, something new. Focus groups overwhelming endorsed the Sands’ brand, but wanted a more contemporary gaming experience. To modernize the brand and compete with Atlantic City, an advertising campaign was created that leveraged the Sands’ unique brand heritage while focusing on a gaming experience that was elegant, sophisticated and sexy.

Outcome: The Sands opened on Memorial Day Weekend with numbers that exceeded the property’s own expectations. The Sands drew over 18,000 visitors per day during the 4-day weekend. The casino’s website earned top honors as the most visited site in the region (source: Google Analytics). Within six months, the Sands became the third most profitable casino in their state, reestablishing the Sands as one of the premier gaming destinations.