When it comes to marketing, the casino industry is always telling everyone the same story, “We have everything!” For San Manuel’s campaign, we needed to break through the clutter. We focused on the innate reason why people come to casinos - the rush they get from gaming that keeps them coming back. It’s “All Thrill”. The campaign propelled San Manuel from #3 to #1 in brand awareness and became the brand’s core identity and rallying cry. With the casino providing “All Thrill” all the time to its guests, we were able to establish San Manuel as the ultimate gaming destination in Southern California.