They add It absolutely clear what demographics they wanted to see Inside of their casino. They changed signs Inside the casino so Latino patrons could easily understand them. They brought In Spanish speaking dealers, entertainment and even made their most popular drink offer on the floor to be top-shelf tequila. Basically, the casino created an unseen logo that flashed we serve Latino first. By creating the Latino casino brand, they were able to create a relationship where the patrons saw the casino as a second home… A place where they could be comfortable.Additionally, the casino used the power of positioning. They raised the perception of Latino patrons In a good way by giving them the red carpet treatment. If a patron spent $1000 in the casino, the staff treating them the same way the Lass Vegas casinos would treat their “whale†spenders. By using the power of positioning the Latino community felt as if they were respected and belong to a loyal company. More importantly, their money no matter how little they spent was appreciated by the casino.
