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Rod Smith
 

Online Ad Service for Gaming Operators

26 April 2004

LAS VEGAS -- Las Vegas-based Lund & Manasse Advertising recently launched a new Web site, designed to give small gaming operators access to advertising agency-quality posters.

Lund & Manasse President Jennifer Lund said the Web site is a new online service that allows clients select from more than 100 poster designs, bypassing traditional ad agencies to market their restaurant specials, gaming promotions and hotel amenities.

"The idea is to offer the high-quality advertising we do for our clients in town to casinos, bar and restaurants across the country in remote locations where they don't have an agency," she said.

Also, sometimes Lund & Manasse clients do not want to work with an agency and need to move quickly, so they would prefer the convenience of producing their own posters, Lund said.

Executives at other ad agencies declined to comment on the new site with which they were not familiar. But they said it would provide a service some of their Las Vegas clients have said they'd like to have. They also said operators in remote locations could prove to be a serious market for this type of service.

Buz Doyle, who overseas marketing for the Route 66 Casino outside Albuquerque, N.M., said the new Web site is a valuable tool for smaller gaming operations, especially those in rural locations such as the one he represents.

The Route 66 Casino is owned by the Pueblo of Laguna and features 1,250 slot machines and 20 table games.

"There are a lot of casinos in Indian country that would use this sort of thing.

Right now, (the Laguna Development Corp. which operates the casino for the American Indian tribe) is assessing the cost-value ratio. It looks pretty good," Doyle said.

Prices per poster range from $52.55 to $67.55 depending on the quantity ordered. Traditional work would cost $250 to $300 per poster.

Lund compared the advertising development to trends toward using computers in the hospitality business.

"It's very much like the way the travel industry has worked historically. It used to be businesses would call their travel agencies. Now it's easier for them to go right online and (make travel arrangements) themselves, bypassing the traditional agency concept," she said.

Lund said clients using the new Web site, which launched April 15, can choose a background, select a message and provide shipping instructions. The site, http://www.myinhouseagency.com, designs the poster, prints it and ships the final product to clients.

The available posters measure 22 inches-by-28 inches with no creative, photography or advertising agency fees.

"This is the first time that such a service has been developed with the small gaming operator or restaurant owner in mind," Lund said.

She said her agency is trying to appeal to a larger, mass market and to businesses that do not have access to their own advertising agencies.

"It offers the chance to use the expertise of an agency and the quality that an agency can offer. In addition, clients can add their own creativity and get exactly what they want," Lund said.

The site is streamlined and posters generally require a five-day to seven-day turnaround time, she said.

Clients can choose from several general categories including holiday, seasons, gaming, food, beverage, and race and sports.

They also have access to high quality photography at no cost.

Lund & Manasse, which has developed posters for major clients, specializes in advertising for gaming, hospitality, food and beverage, and retail businesses.