Destination Marketing for Casinos
In Casino, Scorsese lays bare the mafia’s grip on Vegas in all its ugly, corrupt glory. While the film lacks any true heroes, its depictions of treachery and avarice are genuinely compelling. And though the movie is filled with violence and bribery, it also displays the tenacity of human ingenuity in the face of institutional systems designed to rob people blind.
Casinos attract large numbers of tourists from all over the world, making them ideal for destination marketing. This type of marketing takes a bit more effort than the average marketing campaign, because it requires that the casino reach out to planners outside its immediate area. However, this is a crucial step in earning group business that can offset some of the costs associated with casinos.
Many casino marketers have historically relied on demographic information about their audience to predict how they will behave. But this type of data is limited and often inaccurate. For example, a group of women standing in front of a casino may be all from the same age range and college-educated, but that doesn’t tell you much about why they are there. They could be on a business trip and have an hour to kill or they could be celebrating a bachelorette party.
Casinos rely on emotions to make people gamble and stay at the casino. They offer dazzling lights, a joyous noise, and the smell of money wafting through their ventilation systems to create a manufactured sense of bliss that keeps people gambling.