Creating an Island of Entertainment

Challenge

Since 1989, Treasure Island Resort & Casino has been known as Minnesota’s favorite casino. However, with a location just outside of the Twin Cities metropolitan ring and heightened competition within the gaming arena, Treasure Island was finding it increasingly difficult to attract new patrons and expand upon it’s market share.

As a result, “The Island” doubled down by taking steps to become a premier, regional entertainment destination. This included the addition of numerous non-gaming attractions, three hundred-plus new luxurious hotel rooms, the Lagoon indoor waterpark and an 18,000-seat outdoor amphitheater.

Action

Since partnering with Treasure Island in 2016, Linnihan Foy works in stride with the introduction of these new and ever-evolving objectives to construct and implement multiple integrated media plans. Plans that effectively and efficiently build upon Treasure Island’s brand, and achieve attendance and occupancy benchmarks. With simultaneous campaigns centered on events, concerts, hotel occupancy and more, Linnihan Foy helps turn the public eye to the Island’s amenities on a daily basis.

  • Media planning
  • Media placement
  • Digital strategy
  • Brand strategy
  • Social media

Result

In our first full-year of planning and placing media, Treasure Island Resort & Casino experienced a 31 percent increase in media impressions year over year – while spending 4.7 percent less.

As opposed to a historical loss leader, over 93 percent of Treasure Island’s concerts achieved sellout percentages that met or exceeded P&L benchmarks.

Even with nearly doubling room capacity, Treasure Island continuously achieves full-week occupancy rates, as well as player and table utilization rates significantly above industry benchmarks.

ADDITIONAL CASE STUDIES
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