The “Pot of Gold” Promotion presented an interesting challenge for Chukchansi Gold Resort & Casino. The name of the campaign, and the time of year, immediately suggested a St. Patrick’s Day theme - complete with Leprechauns and cauldrons overflowing with gold coins.
But through the years, this theme has often been portrayed in a flip “cartoony” manner.
And this is not the brand personality of Chukchansi.
We believed that to make this campaign work, we needed to find elements that suggested St. Patrick’s Day, and the idea of discovering your own “Pot of Gold” - but doing so in a way that was classy and upscale. Something that will appeal to Chukchansi’s clientele and make them say, “That looks like fun! I want to be a part of it.”
But through the years, this theme has often been portrayed in a flip “cartoony” manner.
And this is not the brand personality of Chukchansi.
We believed that to make this campaign work, we needed to find elements that suggested St. Patrick’s Day, and the idea of discovering your own “Pot of Gold” - but doing so in a way that was classy and upscale. Something that will appeal to Chukchansi’s clientele and make them say, “That looks like fun! I want to be a part of it.”
