I regret driving in general, because of what fossil fuels are doing to the environment, but especially driving in the age of aggressively bright headlights. I regret navigating Highway 202 in the midst of an exceptionally eerie fog. Despite having lived in Washington my entire life, despite the ubiquitous casino ads featuring well-dressed, impossibly happy white people cavorting in an atmosphere of bedazzled luxury, casinos have always seemed like the pastime of the suburban working class, a population that us city slickers are apparently dangerously out of touch with. Snoqualmie continually set year-over-year records for visitation and revenue in excess of 10% annually for each of the five years we led their marketing efforts.I regret that I'd never visited one of our state's Native American gambling establishments until a few weeks ago. And customers warmly embraced the new brand. Employees rallied with pride to deliver an “Above It All” experience casino-wide. THE RESULTS: After launching the new brand, positive response was overwhelming both internally and externally. As Snoqualmie’s agency of record, we contributed to virtually all their marketing-digital/traditional tactics to support promotions, ongoing branding, sports sponsorships, public relations, logo development, visual identity, website, and added-value media opportunities that gave the casino “in content” airtime. The campaign led with video that rose above cliché casino advertising. THE WORK: A fully integrated marketing plan provided the foundation for the creative expression of the new brand. We leveraged their iconic setting, indigenous design, and exceptional service to create “Above it All.” This distinctive brand position was bolstered by promotions and entertainment vital to growing their customer base. Ultimately, they turned to GreenRubino to reestablish their brand with true differentiation and ownability. Their slick positioning wasn’t a true representation of the Northwest culture or the local gaming audience and wasn’t resonating with customers. After the initial hype died down, so did casino visitation and customer spend. THE CHALLENGE: Snoqualmie Casino opened in 2008 with a glitzy ad campaign from an LA-based agency positioning Snoqualmie as a swanky, Vegas-style destination.

Director of marketing casino snoqualmie