FireLake Grand Casino — Shawnee, OK

The Citizen Potawatomi Nation developed FireLake Grand Casino in Shawnee, Oklahoma approximately 30 miles from their major market — Oklahoma City. Concussion was hired during the construction phase to collaborate on all facility amenity logo designs, internal and external signage and to develop brand identity for the casino.

The Challenge

The smaller FireLake Casino had been operating for four years with a loyal local player base’ but little awareness in Oklahoma City. Our challenge was to introduce the new property to the Oklahoma City market in the midst of heavy competition by the new Riverwind Casino.

The Plan

Concussion created a brand campaign focused on the luxury experience and name brand awareness. Keying in on the “Fire” in the name, we launched “Catch The Fever” which accentuates the casino’s grand style. Our agency created the opening marketing plan and budget, developed a multi-media advertising campaign, casino and amenity logos, players club program and materials, all internal merchandising items, collateral materials, restaurant menus and more.

The Results

Outstanding success! In the first six months, all pre-opening goals were exceeded, the casino has maintained 15,000 new players per month and virtually every concert has sold out. Concussion negotiated media rates up to 39% off rate card and delivered a 210% return on investment through added-value media exposure.