Case Study:  New Identity Development and Branding
 
While mostly known for endless lakes and beautiful farming land, Mahnomen, Minnesota, home of Shooting Star Casino, is a key attraction for residents of Fargo, North Dakota, Northwest Minnesota and Southern Manitoba. With a sizeable casino, hotel, spa and events center, the property has long been the top casino draw for the region, representing a significant revenue enterprise for the White Earth Nation.

Assignment

Shooting Star has traditionally targeted older, more mature gamblers with its branding messages. As more competitors began to follow Shooting Star’s lead, the strategy became commoditized, diluting its efficacy in distinguishing Shooting Star from its competitive set.
 
In order to attract a younger customer base, Shooting Star added new amenities to appeal to a new generation of gamers. Among those amenities was the renovation of the Mustang Lounge, designed to mimic the feel of a Las Vegas nightclub, with mood lighting, a dramatic stage and round cocktail seating.
 
Concussion was charged with developing a new identity for Mustang Lounge that would resonate with a younger demographic while tapping into a key emotional state – the desire for a hipper nightlife experience than what was currently available in the region.

The Big Idea

In developing a new identity for the Mustang Lounge, it was essential that we connect with Shooting Star’s brand essence – “Come Out and Shine.” The Mustang Lounge offered the opportunity for younger customers to come out to “see and be seen” in a hip nightclub environment – their chance to “Shine” while socializing, dancing, enjoying live music and partaking in their favorite beverages.
 
Concussion determined that an iconic approach was essential to communicate the Mustang Lounge experience and reposition that experience in the mind of consumers. And what could be a more iconic representation of the nightclub experience than a bar coaster?
 
The new identity and branding featured a bar coaster with headlines conveying that the Mustang Lounge was not a typical bar experience. This message was supported with imagery of young men and women, along with the all-important beverages, to contemporize the brand and infuse a sense of fun and entertainment. In doing so, perceptions of the Mustang Lounge as a tired bar were transformed into thoughts of a wild ride in the hottest nightclub in the region.

Results

Both traffic and beverage revenue enjoyed double-digit increases in the first three months following the renovation and launch of the new brand campaign. Traffic and revenue levels continue to be sustained, consistently exceeding same period prior year levels while also drawing the younger customer base that is essential for Shooting Star’s long-term viability in the marketplace.