Fallsview Casino Resort is doubling down on its signature brand of humour in a new marketing campaign from Toronto agency Blammo Worldwide.
The first of four 30-second TV spots planned for this year, “Goodbye” opens on a man running through a torrential rainfall to a woman’s apartment, where he calls up to her window.
Over a swelling orchestral score, the man shouts up, “I couldn’t leave without saying goodbye…to your brother. Seriously, that guy is awesome.”
As the music grinds to a halt, the brother appears beside his bewildered sister, slice of pizza in hand, and the man shouts up, “Fallsview again next weekend?” The brother responds, “Sweet dude. It’s really rainin’ out there, hey?”
The spot ends with Fallsview’s signature five-note mnemonic, which Blammo chairman Alan Gee said acted as an anchor for a diverse array of creative approaches. “Goodbye” features an orchestral rendition of the mnemonic that Gee said was intended to reflect the more cinematic feel of the creative.
Gee called the latest pool of commercials, set to roll out throughout the year, some of the best his agency has ever created for Fallsview. The agency has created more than 30 TV spots – derived from literally hundreds of scripts – for Fallsview since taking over the account in 2008.
“It’s a great volume of fantastic work,” said Gee, noting that all of the spots adhere to the original client brief: Make it funny.
“It’s been a very successful and long ride, and one of the things I credit them with is the incredible consistency of brand message,” said Gee, who cited 2012’s break-up commercial as one of his favourites in the campaign. “Often clients want to do one thing one year and another thing the next, but if you look back at the history of the work, it’s been incredibly consistent.”
Greg Medulun, director of communications for Fallsview, said the spots use relatable humour that exists in relationships and everyday life, but presented with a twist.
“We’re always looking at new and unique ways to capture people’s attention through excitement and humour, and to further establish ourselves as the ultimate destination for fun and entertainment – the place you want to be today, tonight [or] this weekend,” said Medulun.
Fallsview has also unveiled new creative on Clear Channel Canada’s Atrium on Bay Media Tower, which has carried Fallsview advertising for several years. The latest execution features a giant roulette wheel, except with mannequins strapped into the kind of seats found in amusement park rides. The ad is accompanied by the Fallsview name and the phrase “It’s a wild ride.”
“Our out-of-home creative consistently aims to ‘Wow’ and leave a lasting impression with those seeking the best in entertainment and an exciting break from their daily routine,” said Medulun.
Revenues for the OLG’s four resort casinos – Caesars Windsor, Casino Rama, Casino Niagara and Fallsview – declined $52 million to $1.24 billion in fiscal 2013-14 (the most recent year for which financials are available).
OLG attributed the decline to lower gaming revenue at Orillia’s Casino Rama and the Niagara Casinos, created by a 5.9% decline in the number of customer visits.
In its most recent business plan, the OLG said the expansion of gaming in New York State and Pennsylvania placed “further pressure” on gaming facilities in regions close to the U.S. border, such as Niagara Falls.
According to the report, New York casinos under the jurisdiction of the New York Lottery generated US$1.9 billion for the 12 months ending March 2014, a 5% increase over the previous period. The New York state board has also recommended the approval of three Las Vegas-style resort casinos in the Albany-Saratoga area, the Southern Tier Finger Lakes region and the Catskills.
The media buy from OMD Canada also includes ads in the Buffalo market.
