Choctaw Casino Resort — Durant, OK

Choctaw Bingo was the first high-stakes, Native American bingo operation along the Texas-Oklahoma border, approximately 100 miles from the Dallas-Fort Worth, Texas market. Now up to nine casino properties, Choctaw’s footprint in Southeast Oklahoma has grown significantly. And Concussion has been by their side for the past five years. Despite the growth, Oklahoma casinos (in general) continue to fight a perception battle against Shreveport and other gaming destinations of offering a lower quality gaming experience. Simultaneously, Dallas has become a highly competitive market, with WinStar Casino and the Shreveport casinos vying for a piece of the DFW pie. In response, Choctaw’s largest property, located in Durant (just across the Texas border) recently unveiled a $300 million expansion.

The Challenge

Dallas/Fort Worth is ultra competitive, and Choctaw responded in the proper fashion with a facility offering superior to any competitor in the region. Concussion was charged with leveraging the property to dominate the North Texas market.

Concurrently, Concussion was charged with delineating the Durant brand experience from the other Choctaw properties. The result was a compelling, accurately communicated expectation of each location’s experience.

The Plan

Change perceptions. Leverage Choctaw’s new facility in Durant to represent not just a physical transformation, but rather a complete recalibration of the Oklahoma gaming experience. The idea of “Raising the Game” became our tagline and applied to every aspect of the property experience, from gaming to dining, hotel experience…even the level of advertising.

We knew changing perceptions required us to make a splash. In true Concussion style, we did a cannonball that got the entire market wet. Since the beginning of this year, no person of gaming age in Texas has been able to avoid our message. We are helping Choctaw make an ownership statement in this market on an unprecedented level.

In addition, we’re in the process of developing new identities for each of Choctaw’s other six locations.

The Results

If early reviews are any indication, Choctaw will soon cement a reputation as Oklahoma’s premier gaming facility, and the one most preferred by Dallas/Fort Worth gamblers!