What’s your Grand Casino Story?

Grand Casinos in Hinckley and Mille Lacs, Minnesota, needed to stay relevant with the boomer generation — the most time-rich, money-rich audience in the country. The category was loud and transactional. Everyone was selling jackpots and promotions. Nobody was selling the experience of actually being at a casino.

Boomers chased memories: a night out, a road trip, a moment worth retelling. Classic TV jingles from the '60s and '70s tapped into that same nostalgia, making people feel something before they ever walked in the door.

A campaign called "What's Your Grand Casino Story?" used nostalgic jingles to invite boomers to remember what a great night out felt like...and then go have another one. Through TV spots, the campaign gave the brand unique emotional storytelling that cut through a category obsessed with the win.