Gaming // Lottery
Experience: Southland Casino • Finger Lakes Casino • Wind Creek Chicago Casino • Arkansas Scholarship Lottery
Setting course for a multi-decade winning streak.
In the Memphis area, the casino wars between Tunica and Southland are the stuff of legend. At the time of these campaigns, Tunica was the third-largest casino gambling destination in the U.S., home to properties owned by industry giants like Caesars, MGM, and Harrah’s. Southland, by contrast, was widely seen as an aging dog track in West Memphis. This work helped change that perception—and the trajectory of the brand.
Over the next four years, Southland doubled both its visitors and its revenue. The property added three new restaurants, expanded its gaming floor, and transformed its image. The bold, edgy creative became the lead story on local Memphis evening news (see video below) and played a key role in neutralizing competition in Tunica. Southland’s former GM even credited the advertising on local television as the primary driver of the property’s growth.
With responsibilities for overall brand strategy, identity, positioning, and execution of all major campaigns, these numerous multimedia rebranding initiatives not only delivered a punishing blow to Tunica, but also helped Southland find their voice. And it put the casino on a winning streak that continues to this day.
The unprecedented return has led parent company Delaware North – one of the largest privately-owned-and-operated hospitality and entertainment companies in the world – to invest heavily in upgrading and expanding Southland’s facilities, amenities, and gaming offerings. Today, Southland is the largest casino in the area and in the state of Arkansas.
Roles: strategy, copywriting, creative direction, production; developed with Archer-Memphis
ABC, Fox News Memphis
Boosting engagement for the state lottery.
To sharpen the emotional focus of the ASL “This is Winning” campaign, a human element was added—highlighting real winners and real impact across Arkansas. The branded truck traveled the state to interview real winners and generate buzz with the tagline, “Got your ticket?” Plus, engaging television and radio ads were created to attract current and prospective players for new monthly scratch-off tickets.
Roles: copywriting, audio production; developed with CJRW-Little Rock
Top Golf Digital Billboard