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Article: New Barona marketing plan retires 'The Gambler.'.(Barona Casino's advertising campaign)
- Article from:
- San Diego Business Journal
- Article date:
- April 12, 1999
- Author:
CopyrightCOPYRIGHT 1999 CBJ, L.P. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Emphasis Will Be on Neighborhood Feeling
With plans to nurture a "where-everyone-knows-your-name"-brand of warmth, Barona Casino has launched a new $3.7 million advertising campaign.
The new approach marks a disappearing act for the previous campaign - the "We believe in magic" marketing slogan and country singer/actor Kenny Rogers - designed by Mission Valley advertising agency Davis Marketing.
The new campaign was designed by Los Angeles ad agency Kovel/Fuller. Its theme is "My Barona" and pop/country singer Juice Newton performs the like-titled lead song.
Most of the multimillion-dollar campaign will be local television and ...