Know-How Exchange : Taglines/Names

Richard
That does seem a little "blah"....

"Payout: 100% Fun!"

"Odds of relaxing: 100:1"

Might be too much focus on the gaming side, tho.

Michael

When you say "... they no longer like the tag ..." do you know what they mean? What is it they don't like about it?

Do they feel it misrepresents what they're all about? Do they think it's appealing to the wrong target audience? Or are they just tired of hearing the same words themselves?

There's an old adage in advertising: "The advertising wears out in the boardroom long before it wears out with consumers." Be sure you don't abandon a tagline that's contributing to the business's success just because someone is tired of hearing/seeing it.

Now, assuming it is not doing anything good for business, or even driving people away (because they don't want a perfect getaway), the real issues are:

* Who is the prime target audience? What are their needs, likes/dislikes, values, decision criteria, and attitudes toward your client's casino? (What's the current brand image?)

* What is the most important benefit you can promise and deliver?

Once you can answer those two questions with hard, objective data, you'll be able to assess the options for a new tagline. In fact, the answers will probably lead you right to the tagline.

Meanwhile, think about how you would select a tagline if we come up with 25 candidates? What criteria would you use to evaluate them? If you can tell us that, we may be able to come up with a winner for you. (If you can't define the criteria, maybe it's time for a serious discussion with your client.)

Play with words that reflect the shape of your facility.

"The peak of gambling fun."
"Bet on fun at its peak."
"Escape to the peak of gambling entertainment."

Know what I mean? ;]