Station launches campaign with Super Bowl ads
Station Casinos Inc. kicks off a multi-
million-dollar marketing campaign today with an advertising blitz that includes ads during the Super Bowl, which airs at 3 p.m. on KVVU, Channel 5, in Las Vegas.
The campaign, which includes ads in the Las Vegas Review-Journal, is titled "We Love Locals" and will feature five ads during today's football game.
"We looked at the Super Bowl as a very compelling, unique advertising opportunity," said Kevin Kelley, chief operating officer at Station Casinos. "With the game's huge (ratings), we thought this was the best way to launch the campaign."
Kelly said Station Casinos, which expects to emerge from bankruptcy this year, would begin airing 30-second commercials on almost every station in Las Vegas. He declined to disclose the cost of the Super Bowl commercials.
Over the next 22 days, Station Casinos will air 10 different commercials.
Todd Brown, general sales manager with KVVU, said a 30-second commercial during the Super Bowl costs $72,000.
One of the five commercials features more than a dozen employees singing the Beatles classic "All You Need is Love."
The company expects to emerge from bankruptcy with a more manageable debt level of about $2 billion. Station Casinos filed for Chapter 11 bankruptcy in July 2009, owing almost $6 billion.
Kelley expected the company to benefit in the long run by going back to what it has always done best, which is superior customer service, better promotions and increased operational enhancements such as looser slots.
"At the end of the day, we have to put the bankruptcy issue behind us," Kelley said. "This is about looking toward the future."
Contact reporter Chris Sieroty at
csieroty@reviewjournal.com or 702-477-3893.
