The Great Northern Casino Undergoes Digital Marketing Transformation to Turn Anonymous Patrons into Registers Customers

Client: The Great Northern Casino

The Great Northern Casino is located in one of Canada’s fastest growing cities, Grande Prairie Alberta and is the largest casino serving the entire North Western part of Alberta.

Duration: 1 Year

Objectives:

Utilize multiple forms of digital media to market special events and drive traffic to casino

Redesign website to increase viewership and increase online customer interaction

Redesign newsletter format and expand current newsletter database

Integrate text messaging into marketing mix and build mobile database

Facilitate engagement and interaction with casino offers and promotions

Prm (prospect relationship management) Modules:

Touch Screen Kiosk - prmTouch

Text Messaging - prmText

Email - prmMail

Web - prmWeb

How it worked:

The Great Northern Casino’s integrated digital marketing approach allowed GNC to collect consumer data for better targeted and strategic communications, as well as promote their casino events, entertainment and promotions.

Through the casino’s interactive touch screen kiosk, patrons can easily access GNC’s calendar of events featuring their entertainment line up, tournaments, and special events, view the daily lounge specials, and enter to win VIP tickets for that month’s featured entertainment performance. The touch screen is easy to use and navigate, regardless of one’s technical skills.

GNC wanted both the touch screen kiosk and new website to collect customer data and demographics. A contest entry form collected detailed data and allowed participants to opt-in to receive the GNC e-newsletter and/or mobile alerts.

Text messaging provided participants a new avenue to enter GNC’s weekly and monthly contests. Text messaging “calls to action” were integrated into their casino signage, website, e-newsletter, roadside signage, and local radio stations. Furthermore, participants can subscribe to GNC’s Mobile Alerts to receive updates on last minute ticket specials, special event reminders, and contest announcements.

Lastly, GNC’s monthly e-newsletter encompassed these new additions by featuring casino news and updates, the calendar of events, promoting the text messaging contests, and driving participants to the new website.