Four Winds Casino Resort Selects Two by Four as Agency of Record
Agency to Support Development, Launch and Ongoing Operations of Premier Gaming Resort
CHICAGO, IL -- (MARKET WIRE) -- February 8, 2007 -- Two by Four, a leading integrated marketing
agency offering advertising, design, promotions, direct response and event
marketing services, announced today that it has been selected as agency of
record for the Four Winds Casino Resort scheduled to open
in New Buffalo, Michigan in early August of this year. Situated near Lake
Michigan approximately 75 miles east of Chicago on I-94, the Four Winds
Casino Resort is owned by the Pokagon Band of Potawatomi Indians. The
Casino is managed by Lakes Entertainment, Inc. (NASDAQ: LACO), a leader in
the development and management of casinos and related entertainment
facilities in various gaming jurisdictions, including Indian-owned casinos.
In its new role, Two by Four will lead the development of Four Winds' brand
identity, as well as several strategic initiatives including its launch
strategy and various creative campaigns to support the casino's operations.
It will also be responsible for Four Winds' media strategy and buying. Two
by Four's efforts will be supported by its newly developed "thirdgear"
division that specializes in marketing to the 40+ market, a demographic
which represents many casinos' most loyal customers.
"The Four Winds Casino Resort is poised to become the leading gaming resort serving the
Chicagoland, Indiana and Michigan markets," said David Stevenson, president
and creative director, Two by Four. "We are extremely pleased to have been
selected to join the Four Winds team."
"Two by Four and thirdgear have a really good understanding of the psyche
of the casino fan base, and have some great ideas on how to appeal to that
fan base," said Mike Montross, vice president of marketing for Lakes
Entertainment, Inc. "We look forward to working closely with them in
changing the market's perception of the Midwest casino and establishing
Four Winds Casino Resort as one of the leading brands in the industry."
On a beautiful landscape with over 3,000 slot machines, 100 gaming tables,
six restaurants, five bars, and a 165-room suite hotel, the Four Winds
Casino Resort promises to deliver a gaming experience unlike any other
currently found in Chicagoland, Indiana or Michigan. There will be
something for every taste and budget. In addition to the gaming
experience, the Four Winds Casino Resort is projected to create 1,000
construction jobs, 2,000 casino jobs, and thousands of ancillary jobs in
the region.
About Two by Four
Two by Four is a fully integrated agency focused on developing market
changing ideas that knock consumers upside the head and leave an
impression. Core service offerings include advertising, design, promotions,
direct response and event marketing. Clients include Wrangler Jeans, The
Chicago White Sox, Bridgestone Firestone, W.W. Grainger and U.S. Cellular.
For more information, please visit www.twoxfour.com. Its thirdgear division
is dedicated to marketing to the large, economically powerful, and
all-too-often ignored 40+ segment. More information on thirdgear can be
found at www.thirdgear.com.
About the Four Winds Casino Resort
Four Winds Casino Resort is on I-94 at Michigan Exit 1 in New Buffalo
Township. It will be the only land-based casino within 150 miles of the
Southwest Michigan area. Managed by Lakes Entertainment, Inc. for the
Pokagon Band, the resort will offer 130,000 square feet of gaming floor
with 3,000 slot machines, 100 table games, and poker tables. It will also
feature six restaurants, entertainment bars and retail opportunities,
making the 165-room suite hotel a destination resort for Midwest tourism.
Four Winds Resort Casino is expected to open in August 2007 and employ
2,000 people. More information can be found at www.fourwindscasino.com.
Contact Information: Media Contacts:
David Gutierrez
Dresner Corporate Services
312-780-7204
dgutierrez@dresnerco.com
Steve Carr
Dresner Corporate Services
312-780-7211
scarr@dresnerco.com