Case STudies

Melbourne Based Entertainment Complex

Our Clients Melbourne entertainment complex offers an unsurpassed range of entertainment and business facilities in one of the most innovative and technically advanced sites in the world.

Key Achievements

• Average visits among registered patrons per week per registered patron increased by 9% over across all groups.
• Average visit length among registered patrons increased by 3%
• The promotion generated a revenue increase of 6% and increased patron hours by 3.3%overall.

Brief

Our client wanted to increase the frequency and visit length in their VIP Rooms and members who play Table Games.

Strategy

A promotion called “Lucky 8” was devised in which registered patrons could win one of eight $10,000 shopping sprees over a four-week period. Customers were sent a Promotional Credit Target, linked to the denomination of the table they normally played. Equaling or better this target earned them and an equivalent number of entries in the prize draw.

Solution

Immij was able to provide the client with a sample of a promotional format sourced from our own international contacts. The client then asked Immij to develop a similar concept that could be produced locally by the clients advertising agency.

Once finalised, this custom format was then provided to the client as an illustrator file of the template, so that finished artwork could be created quickly and accurately. The final art and the customer data files were then provided to Immij – and processed entirely in-house.

A key element of the format was a game card, which tipped onto the body of the mailing. The pack needed to personalised in 2 places- with a name and address for posting and with each customer’s details on the card itself. We were able to tip the card onto the mailing and then personalise both areas in a single pass. This eliminated the need for a potentially time-consuming mail match. In-fact our ability to produce the job an in one pass ensured a quick and economical turnaround of the 50,000 pieces produced.