Sycuan Casino Unveils New Brand for Casino and Patrons
Diana Saenger
Sycuan Casino in San Diego County has taken an aggressive new approach to gaming by focusing on San Diego businesses, and neighbors. Sycuan Band of the Kumeyaay Nation Council members, team members and VIP patrons filled the Sycuan Showroom to hear plans for upping the ante in the San Diego market. Interim General Manager John Dinius began the event: “It’s our sincere new approach to serving San Diego. From inside the casino doors to our involvement in the community, we are a part of San Diego. We always have been and we always will be.”
Sycuan assembled a top-notch production team to develop the new campaign around the slogan - “Play. Win. Together.” The TV and print ads feature Sycuan employees and several of the 50 charities that Sycuan supports. Included in the video were cameos from San Diego icons such as Padres’ playoff hero Steve Garvey, NBA Hall of Famer Bill Walton, NFL Chargers legend Billy Ray Smith, and professional wrestler Rey Mysterio Jr.
“Sycuan Casino is such a sincere brand, so authenticity and realism were important to us,” said Marketing Director Dan Morales. “From community efforts, to partnerships, to gaming, this spot is a true cross-section of a day in the life of Sycuan and its employees. Throughout the campaign, these are real Sycuan Casino employees. They are veterans. They are volunteers. They are amazing people to interact with on the casino floor. It is so real, and we are so proud of that.”
Cody Martinez, Tribal Chairman of the Nation, took the podium and said, “We are excited to support the casino management in this campaign as we continue to keep moving forward with a new chapter of Sycuan’s history. The Sycuan Band has always taken great pride in being a community partner. It’s one of the things that make us unique, and we’d like to continue to go down that road and offer not just an exciting gaming experience but continue to be a strong community partner.”
Looking back at the history of the Sycuan Band of the Kumeyaay Nation, Chairman Martinez reflected on the pride of the Band to always reach out and help others. The enormous amount of time, energy and community involvement has been a huge part of the rebranding.