When two new $300M properties in Oklahoma were built, the traffic from DFW began heading North. In addition, the total marketing budget for gaming entities in the DFW area was $17M, while Shreveport-Bossier was only spending $500K.
A multi-media campaign that covered over 50 different touchpoints through traditional media (radio, outdoor) as well as digital (social media, email, search, banner ads) was developed, along with a virtual dashboard to gather all online conversations. Only two weeks into the campaign produced over 8000 leads (each trackable back to its original referral source), averaging a 19% conversion rate. All of the participting properties reported record hotel occupancy a year into the campaign.