Pure Canadian Gaming

"Pure Service. Pure Rewards. Pure Entertainment."

A full rebrand of Alberta's largest casino operator — from Casino ABS to Pure Canadian Gaming — across four properties, their signage, loyalty programs, and every touchpoint in between.

Pure Canadian Gaming playing-card-style business card design

Situation

Pure Canadian Gaming, formerly Casino ABS, is the largest casino operator in Alberta. They launched the new brand on April 1st, 2013. Each of the 4 casinos offers slot machines, video lottery terminals, off-track betting, live-action tables, as well as limit and no-limit poker — with hospitality including a mix of bars, restaurants, and entertainment.

The new, enhanced brand with an updated look and feel included internal/external communications, online communications, external fascia upgrades, as well as internal signage and promotions.

Task

With the rebranding reflected through the properties and its online communications, Pure Canadian Gaming wanted to achieve growth not only by retaining current customers, but also by getting new customers — enticing a younger, more vibrant audience to frequent the casinos.

One of the goals was to eliminate the antiquated images of ABS and the "wild west" imagery, and move to a more sophisticated gaming and entertainment experience that younger audiences would be attracted to.

Campaign

A number of strategic initiatives were developed to capture the attention of existing patrons and the general public — a new logo, image, and colours, with the tagline "Pure Service. Pure Fun. Pure Entertainment." The new tagline was applied across external and internal signage, direct mail, television and radio commercials, and outdoor billboards, transit ads, and bus benches. New loyalty programs were also created with the Pure Players Club and Pure Rewards.

Our communications included "sticky" messages that popped, captured our audience's attention, and worked with whatever medium they appeared on:

"Odds are this bus hits a pothole."

— featured on the sides of city buses

The business cards for executive staff members were designed to look like playing cards, front and back. Each staff member was issued a "rank" between Jack and Ace based on their job role, and each property — Edmonton, Yellowhead, Calgary, and Lethbridge — was assigned a suit (Spades, Clubs, Hearts, and Diamonds). The CEO/President held the highest-ranking title: Ace of Spades, traditionally the highest-value card in the deck.

Results

This fresh, invigorating brand improved the casino patron experience and attracted new customers through engaging promotions, well-promoted entertainment, and a brand-new responsive website updated on a weekly basis.