CASE STUDIES

 
 

CASE STUDY: SMIRNOFF ICE

CASE STUDY: MORONGO CASINO

CASE STUDY: MEN'S WEARHOUSE

CASE STUDY: SNOQUALMIE CASINo

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CHALLENGE 
Smirnoff Ice was a new product launch in the "Malternative" Category. S.I. needed to get product sampling into bars throughout the United States in addition to a radio support schedule. The old strategy was to PAY for club nights at various city hot spots to introduce sampling. Then pay for Radio support advertising. 

SOLUTION 
MJA recommended using the media to leverage the club nights in exchange for spot commitments, eliminating the cost needed to pay for club nights. By using the club nights as Added Value, S.I. was able to save millions in club night expenses while effectively getting S.I. into consumers hands. 

RESULTS 
Smirnoff Ice was the single most successful "Malternative" product launch in history. Today it still dominates market share in a category that is filled with copycat brands. 

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CHALLENGE 
In 2000, Morongo Bingo Hall / Casino was experiencing growing competition from the local 30 mile radius, including Palm Springs with 5 competing casinos. 

SOLUTION 
MJA redirected the ad focus to the 18 million people west of the property 100 miles away into LA, Orange Co., and the Inland Empire. 

RESULTS 
Morongo grows from $7 mil per month to $35 mil per month, triggering the resort expansion plans that continue to grow revenues to $50 mil per month. 

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CHALLENGE 
With only 3 struggling men's tailored clothing stores in Houston, Texas, The Men's Wearhouse (TMW) was slowly going out of business and bleeding cash. 

SOLUTION 
MJA stepped in and moved all the advertising dollars into electronic media (TV & Radio). By eliminating newspaper and print altogether, the marketing money could reach the masses more efficiently on a CPM basis. By putting the owner, George Zimmer, into the creative as a spokesperson (an advertising rule breaker), TMW immediately transformed its slipping sales into mega profits. By guaranteeing "liking the way you will look" and living up to that promise with customer service and an "every day" low price, TMW turned its entire business model around. 

RESULTS 
MJA helped transform The Men's Wearhouse into a $2 billion publicly traded company just by moving the ad dollars into TV & Radio, and creating a simple sincere message the owner could deliver honestly. MJA convinced TMW to have an "every day" low price to ensure higher margins and profitability. TMW is now considered one of the most successful national brands in the United States. 

CHALLENGE 
The grand opening of Snoqualmie Casino was planned for the winter of 2008. They needed an all encompassing marketing plan and media strategy to launch the new Casino. 

SOLUTION 
MJA created a first class branding strategy that launched Snoqualmie Casino as the star, utilizing a unique 60 second teaser and a media plan that incorporated 52 weekly added value events that branded Snoqualmie casino as the premier entertainment destination in the Northwest. 

RESULTS 
Snoqualmie Casino has continued to grow revenue every month for 30 straight months and has won numerous "Best of" awards 3 years in a row. Snoqualmie Casino is on the fast track to exceeding the $250 million per year mark.