SITUATION
Ho-Chunk Casino, Hotel & Convention Center completed a multi-million dollar expansion including a 315-room hotel, expanded gaming (totaling 2,600 slot machines and 60 blackjack tables), a 15,000 square-foot convention center and Kids Quest child care facility. While the expansion provided the casino with an opportunity to draw national touring entertainment acts, it needed to increase repeat and new customer visits to support the expansions.

GOALS & OBJECTIVES
- Maximize on-site gaming revenues and participation in the Player’s Club
- Attract new customers for the casino, hotel and convention center
- Increase awareness of the expanded gaming, hotel, convention center and amenities

IMPLEMENTATION
Through an integrated marketing effort including television, radio, newspaper and direct mail, awareness and excitement were built around “The Million Dollar Giveaway” campaign using the Player’s Club card.

RESULTS
- More than 1,600 new Player’s Club members registered in the first week
- More than 4,300 new Player’s Club members registered by week three of the campaign
- More than 2,200 names were added to the database
- Occupancy for the new hotel reached 98% in the last weeks of the promotion