People that visit casinos know that they all cater to different audiences but never has this been more apparent than the current TV commercials for Cosmopolitan and Boyd Gaming (Gold Coast, Suncoast, The Orleans & Sams Town).
Cosmopolitan “Misfit Right In”
Boyd Gaming “Cheers”
Both ads have a very specific target and, for the most part, those two customers won’t be the same person as evidenced by the look and sound of both ads. Both ads are appropriate for their desired customer.
The Cosmo has always positioned itself as bright, new and cutting edge hotel for a young customer. This ad successfully conveys that message while giving the customer the idea that they, the customer, are a little different. If you walk through the Cosmo you’ll see that their customers are much more alike then they think. Ironically, you’ll find a more diverse customers at a Boyd Casino.
The Boyd ad targets on an older local casino customer. “Cheers” was a popular TV show because it was the local bar where “everyone knows your name“. Not only is the song nostalgic but it represents a comfortable place to grab dinner, drinks and gamble. That comforting feeling of the casino being your local watering hole hits home as I’ve claimed the sportsbook bar at Red Rock Resort to be my local bar.
Even though both ads are drastically different, so are their customers. Both ads represent their brand well. One thing that should be noted is that Cosmo ad is a national ad while the Boyd Gaming ad is used mostly in Las Vegas.
Coincidentally I’m a potential customer for both casinos as there are some days that I want to hang with the cool kids and pretty people while there are other days I just want to hang at a bar playing video poker talking with the bartender who really does remember my name. Both ads work for me and that’s pretty amazing considering how different they are.