Latino liftoff: Hispanic consumers targeted - Colorado casino targeting Hispanics

“Colorados casinos generated double-digit revenue growth in the 1990s. But thanks to increased competition, annual revenue growth has dwindled to less than 5 percent. Hoping to buck this troubling trend, Riviera Black Hawk Casino decided to tap into a rapidly expanding and increasingly affluent consumer base: Colorado Hispanics.

With the help of Heinrich Hispanidad, a Denver-based agency specializing in Hispanic advertising and marketing, Riviera Casino launched in spring 2006 a direct-response advertising campaign aimed at increasing the number of Hispanic consumers enrolled in its Players Club and growing the profitability of its current Hispanic customer base.”

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