Richards Group Promotes $600 Million Casino Expansion Bet

Despite the recent increase in U.S. COVID cases, more than one-third of gamblers surveyed by market research firm Toluna plan to return to casino venues once restrictions are lifted, while close to half would be more likely to visit if there are hand sanitizer and masks and regular sanitizing of facilities in place.

That seems like good news for casino operators, especially those betting millions on expansion plans like the Choctaw Casino & Resort, which has just opened The Sky Tower in Durant, OK after a $600 million construction effort.

The casino worked with The Richards Group on a campaign building awareness -- leading up to this week’s grand opening -- called “Stakes Raised.”

The agency’s team has been building anticipation for the expansion for over a year, first through digital, social and video and more recently via an activation that gives potential visitors a full sight-sound-and-motion sneak preview of the property.



The agency also developed an OOH “elevator experience” video that was featured in select retail properties in the Dallas-Fort Worth area that is now part of the promotion effort on the Durant property.

Grand Opening spots launched this week. 

Additionally, the client commissioned a collection of paintings, mosaics, and sculptures that embody the spirit of the Choctaw Nation, all created by Native American artists. The agency helped to bring that spirit to life with the creation on an on-premises Choctaw Art Walk.

While viewing the art on display in the Sky Tower, guests are invited to scan a QR code to unlock content that celebrates the artists, their inspirations, and their heritage.

The immersive mobile experience offers behind-the-scenes artist vignettes, a gallery map, a special gift, and an AR lens to capture selfies in the style of the paintings. The Art Walk was promoted in digital and social channels and throughout the casino.

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