Case Study: Gila River Hotels & Casinos attracts Millennials and Gen Z with OH Partners

Gila River Hotels & Casinos attracts a new generation of guests with OH Partners

Gila River Hotels & Casinos sought to attract a younger demographic, as Millennials and Gen Z frequent casinos far less than previous generations due to the abundance of in-home entertainment options. The challenge was to reposition the casino not just as a gaming venue but as a top-of-mind destination for social experiences. To address this, the vendor OH Partners developed a new campaign strategy focused on inclusivity and diversity.

OH Partners leveraged the existing "YOU DO YOU" brand platform to create an integrated campaign that invited "Every You" through custom animation, a novel creative device in the gaming industry. The solution included multi-channel videos, animated social assets, a custom 3D billboard, and an AR filter to emphasize individuality and position Gila River as an inclusive place to gather and make memories. The campaign successfully shifted the brand's focus to highlight its values and welcome a new generation of guests.

Gila River Hotels & Casinos