Great Canadian Gaming Corporation places strong emphasis on branding and media relations in the casino/entertainment industry. Branding is crucial to understand customer needs and differentiate the company from competitors. GCGC brands its casinos with slogans like "Where the Stars Come Out to Play" and focuses on responsible gambling through its department. The company also builds its brand in the community through political and charitable involvement. Handling media requires establishing open communication, knowing facts, repeating key messages, and being prepared for crises.

1. GREAT CANADIAN
GAMING CORPORATION
Importance of branding and media relations in the
casino/entertainment industry
Howard Blank, VP Communications, Entertainment and Responsible Gambling
Great Canadian Gaming Corporation

2. Importance of BRANDING (i)
• “Name, Term, Sign, Symbol or Design, or a combination of them intended to identify the
goods and services of one seller or group of sellers and to differentiate them from those of
other sellers” (American Marketing Association)
Effective Brand:
♠ Conveys the message clearly
♠ Validates credibility
♠ Bonds with target audience emotionally
♠ Motivates the consumer
♠ Reassures user loyalty
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3. Importance of BRANDING (ii)
♠ Crucial to understand the needs and wants of your customers
♠ Do not focus on getting your target market to choose your brand/product over the competition
♠ Consumer/Buyer must see your brand as the one which will provide a solution to their need or desire
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4. BRANDING in Action (i)
“Where the Stars Come Out to Play”
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5. BRANDING in Action (ii)
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6. BRANDING in Action (iii)
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7. Responsible Gambling – Corporate Social Responsibility
♠ GCGC is one of the only casino entertainment companies that has a designated Responsible Gambling
Department
♠ Branding and awareness of GCGC in the realm of corporate social responsibility
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8. Ambassador in the Community – Branding through involvement
Promotion and Awareness of your organization in the community is extremely important
GCGC is highly involved in numerous community organizations and events:
♠ Political Ambassador
♠ Ambassador for GO 2 Tourism (50 schools in a year)
♠ YVR Golf for Kids
♠ Surrey Mayor’s Gala
♠ Odd Squad Vancouver Police
♠ Walter Gretzky Foundation
♠ C.H.I.L.D Foundation – Doorman’s Dinner
♠ Music Therapy Foundation
♠ Variety, The Children’s Charity (1st Vice President)
♠ Canucks – Dice & Ice
♠ Grey Cup 2011 Committee Member
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9. Thinking Outside the Box
♠ All about creating ideas and opportunities
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10. Handling Media (i)
• Media can not be controlled – you can only control what you say to the media and the
manner in which it is communicated
• Establish an open communication channel between media and yourself /organization. Make it
easy for media to contact the spokesperson.
• Good working relationships with media are crucial as they allow for better messaging
opportunities
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11. Handling Media (ii)
• Know your facts
• Stay and remain positive throughout the interview
• Compose your thoughts
• Say only what you know is true – do not speculate or lie
• Repeat your key messages
• If you don’t know the answer – call them back and provide the information
• There is no such thing as “Off the Record”
• Understand the importance of having a single person designated for all media
communications
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12. Key Messaging
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13. Exposure
Is any press good press?
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14. Crisis Communications
•Be ready to comment
•Have a full understanding of the issue/crisis
•Be aware of any legal issues regarding the situation
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15. Do’s and Don’ts
• Don’t run or hide from media – the story will run with or without your comment (use the
opportunity to get your message across)
• Don’t allow journalists to put words in your mouth – Don’t fill ‘dead air’
• Use simple language
• Don’t always wait for media to come to you – reach out to them (be the expert in your
field/industry)
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16. Lessons Learned
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