Ad campaign pays off

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Santa Ana Star Casino wins Marketer of the Year

SCOTTSDALE, Ariz. - The Santa Ana Star Casino, a tribal enterprise of the Santa Ana Pueblo, is the first New Mexico casino to win the coveted Marketer of the Year award for 2007 given by the New Mexico chapter of the American Marketing Association.

The casino won in the Integrated Marketing Campaign category for its ''This is MY Casino'' marketing campaign.

Additionally, the casino also received three Awards of Merit for Integrated Marketing Campaign for its ''TV Time the Sequel,'' ''YOUR say YOUR way'' and ''Car-A-Day in May'' campaigns.

''As the first casino in New Mexico to receive this honor, Santa Ana Star Casino is thrilled to be named a Marketer of the Year award for 2007,'' said Scott Eldredge, director of marketing for Santa Ana Star Casino, in a press release. ''This is an incredible honor for the casino because we truly work to make Santa Ana Star Casino 'YOUR Casino' by developing and incorporating many of the promotions and programs requested by our guests.''

Eldredge credited assistance from Esparza Advertising, a full-service advertising agency in downtown Albuquerque, N.M., that is one of the fastest growing agencies in the Southwest.

''We involved our guests in everything they do,'' Eldredge said, noting that the theme gave the guests a sense of ownership of the Santa Ana Star Casino.

The ''This is YOUR Casino'' campaign was launched to distinguish itself from the other casinos in the Albuquerque and nearby Bernalillo and Rio Rancho markets, and to increase revenue without relying solely on its monthly promotions.

''It's so exciting,'' Eldridge said. ''This reinforces all the hard work we do; we're noticing it.''

''It's the company's goal to make our guests feel at home when they are enjoying themselves at the casino,'' he said in a release. ''In fact, all of our employees strive to embody the words 'This is MY Casino' from our award-winning marketing campaign. We feel this commitment to our guests' needs truly makes a difference in their experience at Santa Ana Star Casino.''

The NMAMA Marketer of the Year award honors the best marketers in the categories of print advertising, radio advertising, television advertising, outdoor advertising, direct mail, interactive media, internet advertising, integrated marketing and collateral. Within each category, Awards of Merit were given as well as the Marketer of the Year award.

''We did this with an e-mailing campaign, survey, comment cards ... we let the customer take ownership,'' he said.

The competition was open to any company, agency and not-for-profit organization that developed, implemented and sufficiently completed a marketing program in New Mexico between Jan. 1 and Dec. 31, 2007. The NMAMA provides a forum for educational and professional development of its members by hosting numerous events and programs throughout the year.

Santa Ana Star Casino has 800 team members and gaming employees who each received a plaque and certificate for the award.

The Casino is located on the Pueblo of Santa Ana. The pueblo offers complimentary shuttle service to and from the Rail Runner Sandoval 550 Station.

The casino offers more than 1,400 slot and video poker machines and 26 table games, including live poker, craps, blackjack, single-zero roulette, Let it Ride and four-card poker. Its 3,000-square-foot arena and event center hosts sporting and entertainment events, the Hyatt Regency Tamaya Resort and Spa, Twin Warrior Golf Club and Santa Ana Golf Club, The Prairie Star Restaurant, Star Light Lanes Bowling Center, a smoke and gift shop, Feast Buffet, All Star Bar and Grill, Midnight Star Cafe, Cosmic Bar and Grill,

and more.

For more information, call (505) 867-0000 or visit www.santaanastar.com.