New Orleans casinos, the Las Vegas Convention & Tourism Authority and Harrah's Entertainment have created new TV spots that feature scenes of casinos that broadcasters previously refused to air. With a go-ahead from broadcasters, several casinos are prepared to raise the spending ante on the campaigns.
"We were the second casino in New Orleans to use shots of a casino in a gaming spot, but the first to use locally shot advertising," said Ben Gravolet, marketing director for Boomtown Casino.
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He said that since June 14, when the high court issued its opinion, Boomtown more than doubled its ad spending and changed its media strategy -- tripling its TV buy and cutting back on print.
"We are in a position to do a little prospecting," Mr. Gravolet said.
Boomtown does its advertising in-house.
Neither Las Vegas nor Harrah's have hiked spending at this point, but they have switched to TV spots suggesting gaming, which broadcasters also previously shunned.
A picture of a pair of dice attached to car keys in one Harrah's commercials is now running in more markets. The Las Vegas tourism group's agency, R&R Advertising, Las Vegas, had produced spots with and without a mention of gaming.
The court's decision in a case filed by the Greater New Orleans Broadcasters Association left unclear whether casinos could use broadcast ads in states without Native American casinos. But the Justice Department and Federal Communications Commission, in an August filing related to an earlier New Jersey decision, provided the final go-ahead.
Gaming company officials and their ad agencies said TV and radio stations are still examining state laws for campaigns planned for the fall, which means some efforts are still in flux.
Harrah's, for instance, said that if Memphis broadcasters will now accept ads for its casino in nearby Tunica, Miss., it will increase ad spending.
Meanwhile, it's planning a fall update to its current $16 million "Anticipation" ad effort from Carmichael Lynch, Minneapolis, that will end the anticipation.
"We will [show] the customer in the moment of winning," said Craig Hudson, VP-marketing.
Currently, ads show players looking forward to the game.
Don Cooper, executive director of the Greater New Orleans Broadcasters Association, said the industry already is seeing an influx of money as a result of the decision.
"In New Orleans, all you have is riverboats," he said. "All they have is gaming. So it was very difficult to advertise. You can only advertise a free buffet so