Casino branding assets
Penn National Gaming (PNG) has a portfolio of casinos with distinct brand themes and niche target audiences. In addition to TV and radio content, we develop social media personas for each casino that reflect its brand book. This establishes the necessary guardrails needed to create accurate, on-brand social content from outside vendors.
social Media persona development
If each gaming hotel and resort were a celebrity, who would that be?
Boomtown CASINo
A Soulful Guide.
[Think Morgan Freeman or the actor/rapper Ice-T, who are not prominent in the limelight but have clearly arrived.]
Persona description:
You know that type in the room, the quietly confident soul everyone wants to lean towards. The wise chief. The soulful big daddy who has already arrived and doesn’t need to prove anything beyond yesterdays' jeans and an untucked shirt. A top performer who’s approachable, laid-back vibe feels more like a lifelong neighbor. And when this person imparts nuggets of wisdom, you just want to settle in, get comfortable, and maybe let a little wild side out.
Plainridge and Zia Park
The Working Class Hero
[Think of the factory worker, miner, mill worker, waitress, landscaper, and construction worker.]
Persona description:
You have a close relationship with working hard. Most days, it feels like you invented it. Life’s rewards never came easy. But in your neck of the woods, your corner of the world, the grind stops at the hometown casino. Where play hard is churning and burning. A taste of being treated like the boss. A new home from home to grab a bite, sip a beer, and hit the slots. So, find your lucky seat, hang your hat, rest your work boots–because it’s playtime.
RIVER CITY CASINo
The Light-Hearted One.
[Think Bradley Cooper and Jennifer Lawrence.]
Persona description:
You’re the first one in the room to raise your hand and say, “count me in.” That ”why not, sounds fun,” rose-colored lens is on autopilot. It permeates playfulness that eases strangers into friends with a wink and an infectious smile. And when you slip on that little black dress, you ooze a sense of sophistication, cleverness, and a lover of the finer things. But it won’t cloak your friendliness and those Midwest sensibilities. That’s not going to happen. The only thing you take seriously in this city, this night, is your civic duty to have fun.
Radio :30
MUSIC UP
VO (:04) If it’s a tale worth telling. It happens at L’Auberge.
(:19) The fans missed it. So, we’re bringing it back. It’s our Party by the Pool Two Point Oh---Yeah!
And kickin’ off this concert series is one of the best-selling artists of the millennium, Flo-Rida.
Come get low, low, low, low, with Flo-Rida as he gets your head spinnin’ right round on Thursday, June 24th.
Grab tickets at Ticketmaster.com.
(:03) L’Auberge Lake Charles. What’s your story?
DISC (:04) Must be 21 or older. Gambling Problem? Call 1-800-522-4700.
AMERISTAR CASINo
That Stable Free Spirit.
[Think Robert Downey Jr. and Drew Barrymore, who both have it all together but clearly have a wild, fun alter ego.]
Persona description:
Deep down in your gut is that little devil scratching for a bit of airtime. You’ve done more than your fair share of taking care of everything and everyone – every day. Allow yourself a moment, one night, to turn that steam cap loose. And be the fun YOU a crowd wants to join. That unshackled, unguarded wild child. Say hello to your other half before you tuck it away until next times.
Cactus Petes casino
The Laid-Back You.
[Think of laid-back, friendly, casual celebrities like Amy Adams and Jimmy Kimmel.]
Persona description:
Tucked away deep inside is a true mirage calling you out of the drought. You’ve taken care of everything, everyone, every day, with a gauge that’s running on empty. Your kind of watering hole comes with no muss, no fuss, no fancy dress, but a fancier place. To bring out the playful you, where friendly faces are a must, and the locals truly get to know your name. So, tonight, lock up the baggage, pull up a chair, and melt into a full-service of fun—this is your place.
Argosy casino
The Warm Classy Friend You Can Bring Anywhere.
[Think of Mila Kunis, and John Legend.]
Persona description:
The one invitation I just can’t say no to is that beacon of luxurious style–an elevation from my ordinary. It’s too big an itch to scratch. Normal is not what I’m looking for tonight. I got that well down every day. I want to turn on those sophisticated charms –or not. Dress up or feel ok to dress down. The only thing that’s not negotiable is steering my joyful, fun side to come out. Be playful. And lavish in the delights of a full-service spoiling. That’s my kinda place.
Radio :30
Don Felder of The Eagles fame at Hollywood Casino Lawrenceburg
MUSIC UP
VO (:19) You can check in, but you’ll never wanna leave as The Eagles legendary guitarist Don Felder takes it easy at the Lawrenceburg event center. There ain't no way to hide from the classic favorites such as Hotel California and Take it to the Limit. Catch that peaceful, easy feeling this Saturday night, October 9th.
Tickets start at just $24 at Hollywood Indiana.com.
TAG (:03) Hollywood Casino Lawrenceburg
DISC (:08) Must be 21. Gambling problem? In Indiana, dial 1-800-9-WITH-IT or text INGAMB to 53342
The Meadows Casino
The Playful Player.
[Think of those celebrities who are playful, don’t take themselves too seriously, and are clearly highly focused, like Simone Biles and 50 Cent.]
Persona description:
You can’t help but notice that spark in the group, the one, the only, one who has an eye fixed on the prize. That insatiable magnetic energy that draws all in for a taste. Nothing is going to get in the way of hard thrills. A sports jacket and jeans. Whiskey or wine. Or a baseball cap and sneakers, beer or cocktail—any way to play is clearly the name of the game. And in the heat of a winning trifecta, no stranger is safe from a lifted embrace or a hard, long kiss. So, strike up a good time, sprinkle on that giddy competitive side—it’s time to get in on the fun.
Tropicana CASINo
The Original. The Classic Cool Legend.
[Think of the classic cool celebrities who cross generations like Michael Bublé and Alicia Keyes.]
Persona description:
When you're born with that certain something, an unmatchable thing, you can’t help standing out–with an attitude and style that transcends generations. Be memorable. It’s the makings of a timeless icon in a black tux and bow tie or sporting a pair of perfect-fitting jeans. Forever a lure to the crowd. The intrigue of any new tidbits on top of the naughty and nice tales of days gone by just never seem to get old. A selfie backdrop pays homage to an eternal classic cool legend—Viva La Tropicana.
Margaritaville resort casino
That Chilled-Out Iconic Dude.
[Think of Matthew McConaughey, Jennifer Aniston, Lisa Bonet, and the iconic Bob Marley and Jimmy Buffett.]
Persona description:
Because the world races 100 knots per hour beyond my speed limit, setting sail towards that legendary island in the middle of nowhere is forever mapped in my mind. As my idea of the ultimate excitement is sipping a drink as long as I want. Swaying 0–5 mph in luxurious comfort, just enough to catch the gentle air between my loose, sleepy fingers and open-toe strappy sandals. That beach bum fantasy where even the water can’t reach me if I didn’t want it to. And the deadliest of sharks giving the friendliest hello is exactly what tickles my spot.
Radio :30
Zia Park Casino is back open in this mining town
MUSIC UP
VO (:03): Start your hot streak at Zia Park Casino, Hotel, and Racetrack.
(:15): We’re back! And pumping out those wins from the newest exciting slots, drawings, and promotions at Zia Park Casino, Hotel, and Racetrack. Fuel up with the brand-new menu of cold brews and good eats at Centennial Steakhouse. Get back to the finer and ‘funner’ things in life.
TAG (:04): Only at Zia Park Casino, Your Hometown Casino.
Se habla español.
DISC (:06): Must be 21. Play Responsibly. Call the New Mexico Gambling Crisis Hotline at 1-800-572-1142.