Gary Platt Manufacturing — Reno, NV

A pioneer in the casino seating business, Gary Platt Manufacturing designs and sells casino seating for domestic and international markets. With a storied tenure in the industry and ground-breaking seating technology, Gary Platt enjoyed steady growth in core markets. While Gary Platt has many industry contacts that led to sales, the company never had a true marketing function, limiting its ability to pursue new upcoming markets where the company’s image and message were largely unknown.

The Challenge

Update Gary Platt’s image and integrate that image throughout the company, effectively dusting off a trusted brand and taking it into a new era and new markets. Concussion was challenged with differentiating the company — taking what is typically an operating expense for a casino (seating) and turning it into a revenue generator.

The Plan

Concussion started with the corporate identity, creating a new logo that presented a fresh, modern image for the company. With a new identity in hand, Concussion designed a new trade show booth in time for the industry’s top gaming show, Global Gaming Expo. Materials, collateral and displays within the booth demonstrated that Gary Platt chairs are no mere commodity - they are truly proven “time on device devices” capable of extending game play. The program included public relations outreach to extend the company’s message and generate third-party endorsements.

The Results

The new booth and materials created a buzz at the Global Gaming Expo generating booth traffic from both long-time customers, as well as newcomers who were intrigued by the messaging and upscale image of company. Taking the industry by surprise, Gary Platt claimed its position as the leader in casino seating ergonomics and effectively began the transition from a commodity provider to a premium seating provider that could easily justify seating costs based on expected payback. Media coverage and features followed in key gaming publications praising the company’s transformation and its dedication to quality seating standards.