Property Type: Multi-property casino group. Two hours from major metro. Metro size – 1.9M TV households.

Challenge: Tap into culturally-based affinity toward gaming to make our property the ‘gaming destination of choice’ for Vietnamese.

Program Budget: Less than $30,000 for the concert, which is less than half the price of a typical entertainment concert event at this casino.

Before Red Circle: Client’s director of marketing recognized anecdotally the popularity of gaming, specifically table games within the Vietnamese community living within 90 minutes of casino. He needed a plan for how to build affinity within this group of guests and to incentivize attendance — and loyalty — in a low-cost and organized way.

After Red Circle: Red Circle partnered with Red Envelope Productions, a Vietnamese-owned event marketing and entertainment consultantcy which guided the creation of “Vietnamese Night” at the casino to be held on a night which would normally be very slow. Red Envelope booked the entertainment, made recommendations regarding food and beverages, created invitations in Vietnamese produced by Red Circle, and gave specific input about the cultural distinctions within the Vietnamese community. Some decisions might have seemed counterintuitive, including a specialty entertainment act which performed for 2+ hours, (most casino acts do two short shows to encourage audience to spend time on the floor) along with emphasis on table games, but the results were apparent immediately: the party didn’t shut down until breakfast!

Red Circle Result: Despite the fact that the investment cost of the event was a fraction of that for a similar event, the results were jaw-dropping. The casino had its 2nd best single revenue night - including that year's New Years’ Eve event — in the history of the casino. Needless to say, “Vietnamese Night” is a recurring event and this small yet committed demographic target has a gaming home at this casino.