After undergoing a $50 million expansion, Parx Casino is attempting to lure visitors in Pennsylvania, New York, and New Jersey with its "What A Night" integrated campaign.
Developed with New York-based agency Barker, the creative is designed to highlight both its gambling amenities as well as additional activities, like fine dining, via taglines like “The Perfect Cut” and “Your Tables Await.”
The campaign features TV, digital and print, including Philadelphia Magazine and Philadelphia Style Magazine. Outdoor billboards use directional call-outs to entice drivers, such as "X minutes to Parx Casino" for instance. Barker found that New Yorkers, in particular, measure their traveling in hours and minutes, not actual length.
This is Barker's second campaign with Parx after the "Get Lucky in No Time!" message which first introduced the travel time messaging. This project increased sales by 61% among out of market consumers and the campaign was named #1 in the Casino Industry by the AGA Awards, all led by John Barker, founder and chief idea officer, Barker.