Over the last 14 years, the relationship between Discover Mediaworks and Menominee Casino Resort has evolved from a single video project to a longstanding partnership that encompasses everything from branding to production as well as media planning and placement, marketing, and more.
Opening in 1987, Menominee Casino Resort based in Keshena, WI, brought Wisconsin a gaming industry not only as the first gaming facility in the State but also by spearheading the foundation of the Wisconsin Gaming Commission. Since then, this forefather of native casinos has undergone many redevelopments and revolutions, each time becoming a larger player in the state’s tourism draw, but also in continuing to build local and tribal jobs, attractions and offerings, while also being a cornerstone in the communities they serve.
Partnership with Discover Mediaworks
In 2006, while starting a complete renovation of both the casino and the hotel, Menominee Casino Resort engaged Discover Mediaworks to analyze and redevelop their brand. This large scale project and brand relaunch impacted everything from exterior signage, to the logo on their dice and everything in between.
The first major challenge of this project and the most important objective the client provided was that the new brand needed to be culturally accurate and representative of the people that make up the Menominee Nation. The former logo sported a war bonnet, which was only worn by a dozen or so Great Plains tribes. The Menominee are the people of the wild rice, and this element was used as inspiration to not only further define the culture, but solidify the brand. Utilizing imagery focused around the wild rice, the client re-branded everything from their logo out (even including on property details such as new carpet infused with the imagery) to support their deep history and tradition.
Since then, 100% of property’s external marketing has been conducted by Discover Mediaworks in partnership with the Menominee Casino Resort internal marketing team. Media planning, strategy, production, and placement all operate through this partnership.
On an annual basis, DMW produces approximately 15-25 video productions including but not limited to; TV Commercials, Digital Pre-Roll spots, In-Room Guides, social media videos, and online videos. As their property and offerings continue to evolve, the Discover Mediaworks team has stepped in to oversee new websites, radio advertisements, innovative digital and social ad campaigns, and eye-catching out of home placements.