Potawatomi Bingo Casino is the Midwest’s premier entertainment destination…but that wasn’t always the case. Mishandling of their brand led to a loss of brand identity—and in a competitive marketplace where people are very selective with their entertainment dollar, a loss of identity can be crippling.

Parthé Inc. partnered with PBC to revive and invigorate their brand. The campaign was built around the credibility and appeal of Vince Van Patten from the World Poker Tour. From the way that Vince speaks to the property to his body language, the way he dresses, everything about the Vince Effect was specifically developed to speak to and enhance the Potawatomi brand.

In two years, PBC grew from the third largest Native American gaming establishment in the country to number one, resulting in the American Gaming Association judging the effort as one of the top two multi-format ad campaigns in the country.

Beyond re-establishing the brand, Parthé Inc worked with PBC to build an internal marketing department to care for the brand. Two years of hands-on consulting sparked a passion in the employees, and created self-sufficient, brand champions that are maintaining the look and feel to this day.