• by Larissa Faw , August 21, 2017

The Cordish Companies has appointed Cramer-Krasselt (C-K) as agency of record for its Live! Casino & Hotel following a formal review. Previously the Hanover, Maryland-based destination worked with several agency partners.

C-K's New York office will oversee advertising, direct marketing, digital marketing, outdoor, onsite promotions, research, social media, search engine marketing, media buying and planning, including programmatic. 

The agency's objective will be focused on differentiating Live! in an increasingly competitive marketplace. The number of gaming establishments near Live! has greatly expanded in the five years since it opened. New work will also include marketing efforts for the new flagship Live! Hotel, a 310-room, $200 million project currently under construction.

“We love to help leading brands who now find themselves in challenging situations bring their unique perspective to consumers," stated Nancy Aresu, EVP/general manager of C-K, New York. "Through the pitch, we mined data that proved to us and Live! that in a business where every day matters, there were many opportunities left on the table to get back business and create more loyalty. We plan to do just that.”

According to public financials, the destination earned $46 million in July from both slot machines and table games, down 22.5% from July 2016. The facility operates 3,910 slot machines and 190 table games. 

This review was facilitated by Lisa Colantuono of AAR Partners and began in January, 2017