Resorts World Bimini
In 2016, Leftfield was approached by the player development arm of Resorts World Bimini Casino to confront two specific challenges.
The first challenge was brand identity. The Resorts World Bimini brand had not been fully developed, which lead to homogenous marketing material that lacked clear messaging and unique brand identity. The second challenge was timeline driven. An ad hoc approach to marketing collateral had become time consuming and drop dates for event mailers were approaching the event dates themselves.
Leftfield toured the facility in order to absorb first hand the resort’s finer details and their unique position in the market. What we found is that Resorts World Bimini was less high-luxury family destination, but instead, a more anonymous and quiet hideaway. In our case, a player’s hideaway. We forged a message that was more closely aligned with this theme and created varying “vignettes” for each of their casino events. Once deadlines for immediate events were satisfied, Leftfield created templates for each event based on the approved vignettes to be used throughout the year.
This approach helped streamline production schedules and gave greater control of production timelines to the client.