How We Launched Spokane Tribe & Resort Casino Into A Competitive Market Through Strategic Media Planning

Goals: Since STRC was launching an integrated entertainment destination in a market dominated by established players, there was a need to engage multiple audience segments, manage diverse product offerings, and compete for consumer attention in a saturated market. This highlighted the importance of creating distinct but interconnected media strategies for each business unit while maintaining overall brand cohesion.

Audience: Through extensive analysis of competitor behavior and market data, we identified three distinct, but overlapping audience segments that would form the foundation of our strategy. Most visitors came from within a 105-mile radius— a finding that helped us optimize our targeting and media spend.

Creative:  Spurrier Group had an established relationship with STRC’s creative agency, Buzz Creative Group, which allowed for strategic interagency collaboration. We worked together to ensure the right message was hitting the right audience at the right time in the consumer journey to maximize media performance.

Media: For gaming audiences, we implemented a combination of broad awareness tactics and targeted digital campaigns. Entertainment marketing focused on genre-specific targeting and timely promotional pushes, while hotel marketing expanded beyond the local market to capture planning-stage travelers. By implementing advanced digital targeting strategies— including prospecting, conquesting, and retargeting— we were able to maximize the impact of every marketing dollar.