Entertainment

Brief
Crown wanted to increase visit frequency and visit length of all Mahogany Room, VIP Tables and Crown Club members who play Table Games.

Strategy
A promotion called “Lucky 8 2003” was devised, in which registered patrons could win one of eight $10,000 shopping sprees over a four-week period. Customers were sent a Promotional Credit Target, linked to the denomination of table they normally played. Equalling or bettering this target earned them an equivalent number of entries in the prize draws.

Solution
Penfold Buscombe was able to provide Crown with a sample of a potential promotional format, sourced from our own international contacts. Crown management then asked Penfold Buscombe to develop a similar concept that could be economically produced by Crown’s advertising agency.

Once finalised, this custom format was then provided to Crown as an Illustrator file of the template, so that finished artwork could be created quickly and accurately. The final art and the customer data files were then provided to Penfold Buscombe – and processed entirely in-house.

A key element of the format was a game card, which was tipped onto the body of the mailing. The mail pack needed to be personalised in two places – with a name and address for posting and with each customer’s details on the card itself.
We were able to tip the card onto the mailing and then personalise both areas in a single pass. This eliminated the need for a potentially time-consuming mail match. In fact, our ability to produce the job on one machine and in one pass ensured a quick and economical turnaround of the 50,000 pieces produced.

Key Achievements
		Average visits among registered patrons per week per patron increased by 9% across all groups.
		Average visit length among registered patrons increased by 3%.
		The promotion generated a revenue increase of 6%, and increased patron hours by 3.3% overall.