Anyone who pays attention to new gaming promotions and casino advertising will likely agree that much of it all looks the same. Phrases like "Get the Best Deal of Your Life", "Our Best Promotion Ever" and "There's No Other Casino Like It" often infuse the gaming advertising world. And while this form of marketing is effective in getting people's attention, it can often turn people off who are sick of hearing the same thing over time and again. Perhaps this is why Southern California's Pala Casino is taking a new approach to their own advertising campaign.

Pala Casino recently issued a press release announcing a new marketing scheme which actually advises people on how NOT to win money in the casino. A humorous spin on the whole gambling mentality, Pala Casino Spa and Resort is hoping their ads will stand out from the rest of the pack, and find a warm spot with gamblers who appreciate their intelligence not being insulted with hype and sensationalized offers. Pala CEO, Jerry Turk, said that in addition to putting something else out there, he wants the advertising campaign to let people know that Pala offers much more than casino gambling, such as their hotel, fine restaurants, spa and resort amenities.

Via print, radio and television, the spots feature a spokesperson by the name of Hoyt Monroe. Texan Hoyt is a former casino gambler who smokes a cigar and has been there, done that. His tag line is "Win zip at Pala". Hoyt's website, HowNotToWin.com offers free DVD's on, you guessed it, how not to win at Pala Casino. Several his commercial spots can be viewed on the website, but in this writer's opinion, the outtakes are better than the commercials themselves. Pala was careful not to go so far to say that you will lose in the casino. Hoyt has not won anything because he has never stepped foot inside the casino. He spends all his time experiencing the other amenities like the spa, restaurants, hotel and pool.

M&C Saatchi North America came up with the advertising concept. Provocative, funny and simple is how Saatchi characterizes the concept, which they are confident will be very successful at increasing market awareness for Pala. The campaign is costing Pala Casino Spa and Resort about $7 million, and has already been running for about seventeen months.