This piece was designed and produced in 1997 to replace an existing brochure that had been created when the casino first opened in Summer 1994. This 4-inch by 9-inch color brochure unfolds three times to 16-inch by 9-inch center spread and touts the fun and exciting entertainment options offered at the casino while tying the casino to its location on Laclede's Landing in downtown St. Louis and to all the attractions and entertainment venues in and around the heart of the city. The target audience for this piece was primarily visitors and tourists in that the main distribution points for this brochure were information racks in hotels throughout the St. Louis area, as well as tourism/visitor centers and at the Cervantes Convention Center in downtown St. Louis.
As with virtually all creative materials produced at President Casino - St. Louis, while I served as advertising manager, I was responsible for developing the creative brief for this project. Our creative services ad agency, Carstens Amaral Communications developed the concept and graphic design for this piece. My boss, the director of marketing, was not satisfied with the initial drafts for the brochure body copy that were submitted by Carstens Amaral. Having collaborated with Donn Carstens and Ken Amaral on other projects, I was able to sit down with Donn Carstens and co-write the final version of the body copy. Ken Amaral handled art direction and graphic design for the piece.
In addition, I was responsible for print buying, pre-press, trafficking the art to the printing company, and the press check.