Casinos' New Branding: 'Worth Sharing'

NIAGARA FALLS, NY – Seneca Casinos in Western New York have unveiled a new branding campaign to match its award-winning resort properties.

The theme of “Excitement Worth Sharing” is part of widespread marketing throughout New York, Pennsylvania, Ohio and Southern Ontario, and runs across multiple mediums such as billboards, radio, newsprint, magazines, online, social media and television – including new 30-second commercials for the Seneca Niagara and Seneca Allegany casino resorts.

“There’s great Excitement here; we see Worth or Value throughout our properties, and; the experience is one which guests will want to Share with others,” said Jim Wise, senior vice president of marketing, Seneca Gaming Corporation. “From the excitement of our new slot machines and thrilling table games, to the delicious tastes of our many restaurants, to the luxury of our AAA Four Diamond Award-winning hotels, and the energy of our fabulous entertainment – a trip to a Seneca Casino is truly Excitement Worth Sharing.”

The theme creates flexibility for use in promoting various aspects of the resort properties. For example, a web page of dining specials at Seneca Niagara Casino & Hotel incorporates the header, “Flavors Worth Sharing.”

The new branding coincided with a massive photo and video shoot throughout the Seneca casinos. Updated photos will replace existing imagery throughout all on-property and outbound marketing materials, and new 360-degree videos will provide website visitors an in-depth look at hotel rooms, entertainment venues and select restaurants.

In addition, Seneca Casinos’ television commercials debuted in late October throughout various stations and programming in the Northeast U.S. and Southern Ontario, Canada. The spot for Seneca Niagara Casino is airing in Buffalo, Rochester, Toronto, Hamilton and Niagara Falls, Ontario markets. Meanwhile, the spot for Seneca Allegany Casino is airing in the Erie, Pittsburgh, Cleveland, Binghamton and Buffalo markets. Both versions are available at the Seneca Casinos’ recently-launched YouTube page, www.youtube.com/SenecaCasinos.

The new branding was spearheaded by the Seneca Casinos’ marketing unit and The Media & Marketing Group, a full-service integrated marketing communications agency based in Voorhees, NJ.