When Real Integrated began working with Desert Diamond Casinos & Entertainment in 2013, we were tasked with building a stronger brand position for Desert Diamond in the Tucson market. Casino Del Sol had emerged as a competitive threat with a new property boasting new luxurious amenities.
From the outset it was clear that the Desert Diamond Casinos brand suffered from a confidence problem. Our first-priority was to raise awareness of everything wonderful that our properties had to offer. Our initial re-introduction campaign centered around gaining awareness for our amenities. This was essential to establish a strong foundation where we could build differentiating brand characteristics.