Challenge/Test - When the management company hired Atlantis Advertising for the pre-opening campaign, their request was that we make long-term things happen in a short-term window. With tenuous opening dates, limited information, and new decision makers still being hired, the challenges were continuous. Since there wasn't yet a building and no images could be used, creativity would be more precious than with most campaigns.
		Solutions - Create a buzz in the region using a teaser campaign. Tell the public that Chukchansi is coming before they even know how to pronounce the name. Saturate the region with an outdoor campaign and 10-second broadcast messages to draw people in. The moment opening dates and images become available, launch a full-scale campaign of radio, TV, cable, print, outdoor and community sponsorships. Have a presence so constant that everyone hears or sees at least one mention of Chukchansi each day.
		Results - Chukchansi opened their doors to strong community and media support, and focus groups confirmed that the result was beyond expectation. Chukchansi experienced continual growth in gaming revenue, hotel revenue, club membership enrollment, restaurant revenue and event ticket sales following their grand opening. During their first full year in business, Chukchansi was voted "Best Local Casino" by the Fresno Bee Readers.
		Methodology/Tactic - Unique message creation for destination markets. Saturation of local print media, radio, television and cable system provided high reach and frequency of Chukchansi's message. Creation of a look to guide the future campaign before the tangible product was available.
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