Every month we’re setting new records. Red Circle helped take our marketing to the next level, and the results are game changing.

Ted Nicholson — Senior Vice President & General Manager at Kentucky Downs

Case Study: Racino Strategy

The Challenge

With new HHR machines installed, how does a new racino outside a major metro area fill the gaming floor with valuable players — players who don’t know this horse track now offers gaming?

Our Approach

Leverage the power of data to:

  • Identify opportunity markets using Red Circle’s proprietary database marketing software, an arsenal of media tools including comScore and Nielsen, and qualitative and quantitative research.
  • Test platforms, concepts and executions to uncover the most compelling brand message. This message led to establishing a unique brand promise that emotionally resonates with the guests while driving awareness of the HHR machines.
  • Create a hyper-targeted 360° media plan, including TV, radio, print, out-of-home and online marketing tactics.
  • Utilize Red Circle’s proprietary database marketing software to track and understand specific player behavior, initiate segmented offers, create a promotional calendar based on opportunities within business cycles, and refine direct mail marketing programs for maximum profitability.

The Results

Once the new campaign hit the market, results were immediate — and compelling. Carded revenue, live race wagering, and on track handle all increased significantly.