“This is a whole new approach for our brand that will help us connect with the community to invite them to experience the full range of luxurious amenities unique to MotorCity Casino Hotel, whether it be fine dining, a relaxing spa, our Four Diamond hotel, night club, gaming or one-of-a kind music theater,” said Jenny Holaday, senior vice president of marketing for MotorCity Casino Hotel. The entire campaign was created, filmed, edited and produced in metro Detroit and was the first work CE has created for MotorCity Casino Hotel since being awarded the account in July 2010.
Using TV, print, radio and outdoor, the campaign connects with communities to invite them to escape from the everyday. In one TV spot, the lights from the MotorCity Casino Hotel brighten the night sky to suburbs across metro Detroit as the voice-over says, “From Rochester to rocking out in exactly 25.3 miles.” The camera takes the viewer speeding through the city, lights streaking past, and flashes to a scene inside Sound Board, as the stage lights turn on to a roar from the crowd. The voice-over says, “MotorCity Casino Hotel. A million miles away, right down the street.” The campaign will also have online banner ads, a presence on Facebook and on the MotorCity Casino Hotel’s website, MotorCityCasino.com.
“This is a great opportunity for CE. The MotorCity Casino relationship enables us to fuse the depth and breadth of our capabilities in all media, with an innate appreciation for our lifestyle and culture in Southeastern Michigan,” said Bill Ludwig, chairman and chief executive officer of CE.
The Michigan crew hired to bring the campaign to life included Anthony Garth, director; Cameron Davidson, aerial photographer; Nick McMahon, pilot, McMahon Helicopter Services; Eric Perry, photographer; and all on-camera talent was Michigan-based. The production company was Avalon Films. Consumer research was conducted by GLS Research.
About MotorCity Casino Hotel
MotorCity Casino Hotel is owned by Marian Ilitch and is the only locally-owned and operated casino in Detroit. The entertainment complex has recently undergone a multimillion dollar renovation and expansion, involving a major expansion of its gaming space, construction of a 400-room hotel with a luxury spa and fitness center, ultra-lounge, award winning restaurant, and new convention and banquet area, plus retail outlets and multiple dining and live entertainment facilities.
About CE
CE (Campbell-Ewald) is one of the nation’s largest advertising, direct and digital communications agencies, with offices in Detroit, Los Angeles, San Antonio, Atlanta, Chicago, Dallas, New York, and Washington, D.C. A part of The Interpublic Group of Companies (NYSE:IPG), CE partners with a score of national brands, including Alltel Wireless, Carrier, General Motors, Ghirardelli, Kaiser Permanente, Olympic Paints and Stains, OnStar, Remington Arms, USAA, the United States Environmental Protection Agency, the United States Mint, the United States Navy and the United States Postal Service.