Industry Update
Supplier News 5 May 2009

Tourism Industry Sees Impact from Masterminds’ Wayfare Marketing Strategies

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freelance pr executive

Atlantic City, N.J. -- "In the past few months, we have received a surprising amount of feedback regarding the impact of our eye-catching airport display and interactive texting program," said Brian Bork, Vice President of Marketing for MGM MIRAGE's Mississippi Operations, which includes Beau Rivage Resort and Casino in Biloxi and Gold Strike Casino Resort in Tunica. "We can definitely attribute an increase in inquiries to the ability of these unique tactics to engage travelers."

Bork is describing the success of a baggage carousel in the Gulfport/Biloxi International Airport that has been capturing travelers' attention as they retrieve their bags. Covered in blue water graphics and surrounded by white tiles with playful slogans like "No Worries," and "No Stress," the baggage belt has been transformed into a swimming pool complete with swimmers. The result is a total transformation of how people react around the hectic space of a luggage belt. Instead of feeling stressed and jockeying for position, travelers enjoy a sense of tranquility – one that mimics the ambiance of the relaxing pool found at Beau Rivage.

Another airport display includes wall graphics that invite tourists to send a text message from their cell phones in order to receive immediate updates on nightlife, entertainment and restaurant information from Beau Rivage. This nightlife message is also reinforced by a glowing billboard uniquely fabricated with phosphorus ink and blacklights that travelers pass while en-route to the casino district in Biloxi.

"We call it Wayfare Marketing™, engaging the consumer during every step of the journey," says Nancy Smith, CEO of Masterminds, an award winning Atlantic City, New Jersey-based advertising and strategic marketing firm. "A core Masterminds' insight into the mind of the traveler has taught us that the travel experience is a journey that begins long before the consumer reaches their final destination. We know that the travel consumer desires to connect with engaging and relevant brand messages. But in order to get their attention in these chaotic and strange environments, the concepts must be entertaining and compelling."

Masterminds, which for 23 years has specialized in the hospitality, travel, leisure and gaming industries, devised these eye-catching and interactive ways to convey its clients' messages with more impact than ever before.

The agency believes that, when battling for the attention of leisure travelers, success is directly related to the level of engagement a brand can achieve along the route to their destination.

For its client International Game Technology (IGT) – a global company specializing in the development and distribution of computerized gaming products, including slot machines – Masterminds envisioned an 8ft x 25ft interactive wall display inside Atlantic City International Airport's main terminal. Four lenticular, 3D windows, which project different images when viewed from different angles, showcase virtual moving slot reels to gamblers bound for Atlantic City casinos. IGT's Vice President of US Eastern Region Sales, Tim Shortall has been impressed with the effectiveness of the campaign. "The display lets us keep 12 IGT slot brands top of mind for our prime prospects, right when they are most eager to learn about them." Shortall continued, "And since we can easily update a window panel, we are able to promote all of our latest games."

Wayfare Marketing™ springs from what Masterminds calls its "Street SmartTM" approach to solving client challenges. Smith continues, "All of our work is driven by our core insight into the mind of the leisure travel consumer: that the pursuit of fun is a continuous process of inquiry, discovery and assimilation."

Masterminds uses this knowledge to gain clients a significant advantage over the competition. Whether they are transforming baggage belts into tropical pools or terminal walls into slot machines, Masterminds delivers brand messages that are guaranteed to be effective and memorable.

To see examples of the campaigns described, log on to www.Masterminds1.com/work.For more information on Wayfare Marketing, contact Masterminds at 609-484-0009 or log on to www.Masterminds1.com.

About Masterminds: Masterminds is an award-winning full service advertising agency specializing in reaching the travel and leisure consumer for resort hotels, casinos and vacation destinations. Services include strategic branding, advertising creative services, production, media strategy and buying, database marketing, promotional development and interactive marketing. National clientele include, MGM MIRAGE, Inc., Beau Rivage Resort and Casino, IGT, The Westfield Group, Greater Philadelphia Tourism and Marketing Corporation, Northeast Pennsylvania Tourism and many more distinguished companies within the travel and leisure industry.

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