By: Steve Newsome

AttributesAttributesClassy Adventurous Risky Fun Luxurious “Drunk Classy Adventurous Risky Fun Luxurious “Drunk

& Happy”& Happy”Pampered Rewarding All-Inclusive Humorous Pampered Rewarding All-Inclusive Humorous

Product BenefitsProduct BenefitsFun Not Far Away Big Payouts All-Fun Not Far Away Big Payouts All-

Inclusive GolfingInclusive GolfingJeff Ruby’s “My Rewards” Taxes help Jeff Ruby’s “My Rewards” Taxes help

schools Spa schools Spa

Brand ValuesBrand ValuesBelterra’s suburban socialite is Belterra’s suburban socialite is

high style high style Strives for Rewards A Vegas Strives for Rewards A Vegas

experience every time experience every time

Personality/CharacterPersonality/CharacterMakes their own fun; first in the Makes their own fun; first in the

poolpoolEnjoys the finer things in lifeEnjoys the finer things in life

Overall Overall EquityEquity

You won’t You won’t believe believe

you’re not in you’re not in VegasVegas

Strategic Target:Strategic Target: Men Men and Women age 21+ and and Women age 21+ and lives in the Mid-Westlives in the Mid-West

Prime Prospect:Prime Prospect: Men Men and Women age 35+ with and Women age 35+ with a combine HH income of a combine HH income of $100,000 and no young $100,000 and no young childrenchildren

Creative BriefHouse Rules:Belterra Casino Resort & Spa is Indiana’s oasis, which offers premier gaming and entertainment (i.e. golf, concerts, meetings/conventions, restaurants and shops). It is important that Belterra offers luxury service at affordable rates, while being the closest alternative to Vegas for residents of Ohio, Kentucky, Indiana and Illinois. Belterra competes for market share with Michigan, Pennsylvania and could lose market share if Ohio approves a gambling measure in 2008. Finally, there are two competing casinos within miles of Belterra but offer a less sophisticated level of service. As such, the advertising will emphasize the extra amenities and Las Vegas style to draw more traffic to the property. Our Gamble:       Increase market share 10% in fiscal year 2009       Double membership in “MyChoice” rewards program thus creating brand loyalty

Strategic Target:       Age 21+ with a dispensable income and appreciation for gaming       Drinks alcohol or at least does not mind associating with those who do       Lives in the Mid-West (i.e. Cincinnati, Indianapolis, Louisville) Prime Prospect:They enjoy the finer things in life. They are most likely age 35+ and are married with an appreciation for gaming. He is in the business, legal, or medical profession and she does clerical work or is a homemaker. Their household income is $100,000+ and their children are either in college or graduated from college. Most are in the “highlight of their twilight” and looking for a relaxing weekend.

Creative Brief (Cont’d)

Craps:·       I don’t want to go to another state·       There are other casinos closer than Belterra·       The house always wins so I hate gambling Winnings:·       Belterra is the only resort with luxury amenities and Vegas-style entertainment·       “MyChoice” rewards program is how smart players play because it earns you free experiences at Belterra Casino Resort & Spa·        The shortest distance vacation you will ever take

Creative Brief (Cont’d)

Research•Casino earnings have slumped by 18% due to the economy•Kids are accompanying parents to Belterra so the Casino is adapting by adding areas for children in the resort• Indiana is considered to have the “loosest slots”• Nightly poker tournaments• MyChoice rewards card can be used at 7 locations across the Midwest and earns rewards on all services of the Resort and Spa including Jeff Ruby’s restaurant

Strategy

• Print Ads in major local publications (i.e. Citybeat, Cincinnati Gentleman, and other publications of the same depth in Indianapolis, Louisville, Dayton, and Columbus markets)• Television Ads in Cincinnati, Dayton, Louisville, Indianapolis, and Columbus markets• Radio Ads in Cincinnati, Dayton, Louisville, Indianapolis, and Columbus markets• Indoor Advertising located inside the Resort, Casino, and Restaurant to remind people of MyChoice rewards• www.ShowUsYourPokerface.com• Social Networking on Facebook, Twitter, Linkedin, and Eons• GMS Model- EXTREME SITUATION

Big Idea: Be Who You Are…Or NotBe Who You Are…Or Not

 During the week you do the same old thing day in and day out. On Friday you just want to add a little spice in you life and pamper yourself. You know that at Belterra Resort and Spa you don’t have to be a millionaire to live like one, don’t have to be good at golf to be a pro, and don’t have to bet your kid’s college fund to gamble. Whether it’s a good time you want or a different personality for the weekend you can be anything here! 

Radio Spot(30 second spot)Hollywood Music Playing in backgroundNarrator: We’re standing on the red carpet awaiting the arrival of tonight’s big stars and we see a limo pulling up…is it? Yes it’s Jackie and Don, let’s see what they have to say!Guys you’re at Belterra tonight tell us what you plan to do!Don: (confused) Well we’re just in from_____to have a good …

(Jackie hits Don)Jackie: (Clears throat) We are here to see the one night only show and relax at the spa.Don: I was just gonna play poker…(Jackie interrupts)Jackie: We also plan to just spend some time away in our suiteNarrator: Tell us how you did it!Jackie: The MyChoice Rewards card and by visiting Belterra-Casino dot comNarrator: There you have it, more star sightings from Belterra Resort and Spa.

Print/Indoor Campaign

Housewife during the week…   

…Chauffeured socialite on the weekend. Belterra Casino Resort & Spa…Be who you

want!

Housewife During the Week…

Television Spot #1

Television Spot #2

Digital Campaign• www.ShowUsYourPokerFace.com will allow users to create a

profile with which they can post photos (their poker face), gaming tips, success stories, winnings, and gossip around the Resort and Spa. It will also include applications to interface with Facebook, Eons, and Linkedin.com. As an incentive to drive traffic to the site and to the MyChoice Rewards card, Belterra will offer 500 points to each user who joins both programs.

• Belterra will also create profiles on Facebook, Twitter, Eons, and Linkedin to network with patrons and potential patrons. We will also use this avenue to push special events, concerts, and the MyChoice Rewards card. Finally, each profile will have the ability for users to join a V.I.P. group.

Questions?