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Boyd Gaming's Coast Casinos campaign revealed

SAN FRANCISCO, California -- (PRESS RELEASE) -- Mortar, the San Francisco-based integrated communications group, recently unveiled new work in the integrated campaign for Boyd Gaming's Coast Casinos: Sam's Town, the Gold Coast, the Orleans and the Suncoast. "House Rules" reminds local gamblers that "knowing where to play is as important as knowing how."

The work features executions for ROP, print, outdoor, in-casino, transit, collateral and beyond.

"The new Coast Casino's campaign is an important milestone for Mortar and Las Vegas," said Mark Williams, Mortar's managing director. "Las Vegas now has close to two million local residents--many of whom gamble regularly. Our campaign is the first to call attention to the unwritten code that unites serious, local gamblers. And because our work has such an unprecedented focus--many competing campaigns make the mistake of also trying to attract tourists from the strip--we get to play with an entirely new level of honesty and humor."

Only in Las Vegas can we expect smart consumers to chuckle at lines like "If you can't spot the fresh fish at the table, it's you," "First and third base have nothing to do with sex," and "Eating buffalo wings at the table is fine…in Buffalo."

Coast Casino's new tagline, "When You're Local, You Know" reinforces the overall campaign by assuming the reader is in on the joke, reminding them of the most important takeaway: Coast Casinos are where savvy locals play.

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