It’s all smiles among staffers at Northern Quest Resort & Casino these days. The casino just won a top honor for its marketing efforts.
Marketing is critical for tribal casinos. Created eight years ago, the prestigious Barona/VCAT Award for Excellence in Indian Gaming Marketing was awarded to Northern Quest at a special industry luncheon in late January during the 17th Indian Gaming National Marketing Conference.
Dennis Conrad, president and chief strategist for Raving Consulting, which created the award was one of the main speakers at the event.
“How does a casino become the place that inspires visitors to say, ‘I want to work here!’ or ‘I want to play here!’? Northern Quest has received this marketing award because, ultimately, they understand that the best marketing plans and the use of technology will only be successful when their entire organization embraces it,” said Conrad in his remarks.
“At the award luncheon during the conference, tribal casino executives and industry suppliers watched a comprehensive video that highlighted the last three years of Northern Quest’s internal and external marketing campaign, based on the simple message that each and every one of their 1,500 team members’ goal was to “make people feel special,” according to Indian Country Today.
“The video included ad campaigns, both back of the house and public, using their own employees and comedic actors,” noted the report. “It explained their use of innovative marketing tools that were not only profitable, but most importantly, built brand loyalty and guest satisfaction. Examples included being the first casino in Washington to partner with the Washington Lottery on a second chance slot tourney and utilizing a bonusing system that focused on, and randomly rewarded, and delighted guests who were playing at slot machines without their players club card.”
“We were overwhelmed with the amazing conversations and collaboration that came out of being one of the award recipients,” said Jennifer Johnson, Northern Quest’s director of loyalty marketing. “The entire conference was one of the best experiences for our team.”
Northern Quest Resort & Casino is located near Spokane, Washington.
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