CHALLENGE: This client had advertised locally in the southern California region in several print media/publications. In the prior two years before this campaign launched the focus had always been on the product in their "giveaways" rather that the customer who sought out to win the product. We wanted to say to the male customers of this casino that the casino understands who you are. The casino understands that male clients are risktakers, adverterous, freespirited, and loves to make a statement. In doing so the casino we felt would be saying, "Because we know who you, we can better serve you and look after you, providing you with an adult gaming experience that will meet your expectations". After all we felt ultimated that casinos are in the people business. GOAL REACHED: Increasing the number of new and returning customers.