When it comes to marketing, the casino industry is always telling everyone the same story, “We have everything!”: luxurious amenities, the best food, the biggest musical acts, all wrapped up in a great location. But the reason people actually go to casinos - to play - has become an afterthought. In San Manuel’s All Thrill campaign, we focus on the reason why people come to casinos - the rush they get from gaming...that exhilaration that keeps them coming back again and again.  This campaign has propelled San Manuel from #3 to #1 in brand awareness, and has become the brand’s long-standing core identity, excitedly adopted by the internal teams & widely recognized by external audiences.