As the persona for Route 66 Casino Hotel, Miss 66 represents all that is great about the property: fun, action, excitement and the endless possibility of opportunity. The “Get Your Kicks” campaign generated a tremendous amount of awareness and Albuquerque knows and loves Miss 66 and all that she personifies about the brand.
While the brand was taking off, Route 66 was also undergoing an aggressive capital expansion to open in July 2010. We needed to freshen up the look to complement the new amenities of the property. Our challenge was to build on the equity of what had been established, introduce all of the changes at Route 66 and propel the brand with a campaign evolution.
For the next phase of the Route 66 branding campaign, we kicked up the contemporary edge by adding to the aesthetic quality of the graphic execution. The new elements in the “Get More Kicks” campaign are representative of the casino experience and entertainment quality at Route 66 Casino Hotel – fun, exciting and full of opportunity. Our goal was to convey the enhanced experience at Route 66 without falling back on the mundane “Grand Opening” platform used so widely throughout the market. You get more. More sizzle with the all-new Thunder Road Steakhouse and Cantina, new twists with the all-new 360 Lounge, new thrills with the expanded gaming floor and so much “more.”
The expansion was complete July 1, 2010. The campaign blanketed the Albuquerque market and the energy spread throughout the city. On opening day, business was up 43% over the four previous Thursdays. Compared to last year, Route 66 was up over 20% for the July Fourth weekend. And to top it all off, July 2010 was the second biggest month in Route 66 history. These kinds of results would put a smile on any client’s face. And when Route 66 complimented us with phrases like “Flawless execution,” “Best work our property has ever done” and “Phenomenal rollout.” It put a smile on ours, too.