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Riviera wins big with Hispanic marketing

"That was a key takeaway from a presentation at DM Days yesterday given by representatives from Hispanidad and Riveria Casino, a division of Heinrich Marketing Inc.

"Hispanidad developed a creative, effective campaign featuring the tagline 'Bueno Pa' Gozar,' which loosely translates as 'Good to Enjoy' and is a reference to Tito Puente's "Oye Como Va." Through research that examined trends within the gaming category relating to the Hispanic population, as well as focus-group studies, the campaign focused on an affluent audience using an upscale feel with Spanish call-outs peppering English copy.

"...The creative promise was based upon the research that led to culturally relevant marketing approaches and messages. The campaign not only attracted new players within a targeted segment of the Hispanic population but also increased the profitability profile of existing Hispanic players..."

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