Hoosier Park Racing & Casino
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New legislation passed in 2007 provided Hoosier Park in Anderson the opportunity to add 2,000 slot machines to its horseracing venue. Borshoff's work included a complete image change. A new logo, jingle and Web site were launched to support the new brand. Additionally, we helped build and support the pre- and post-grand opening marketing strategies, player promotions and media placement. Beginning in May 2008, our work hit the streets in the form of print ads, TV/radio, outdoor, signage, newspaper stories and direct mail. During the first month of operation, the casino saw more than 200,000 visitors and a slot win of $15.70 million, jumping the facility to an immediate fifth place among all 13 casinos in Indiana.