More and more casinos are being constructed every year. Casinos and casino hotels are different sizes, have different atmospheres, and offer an array of amenities, games, foods, entertainment, and themes. Casinos market and advertise their facilities to attract customers. The marketing department constantly develops different promotions designed to attract new customers and keep those who have previously visited the facility. Within this department are sub areas such as public relations, publicity, and advertising. These departments work in conjunction with marketing to help attain the goals. The Advertising Coordinator creates themes, campaigns, and single advertisements that support the casino and casino hotel’s marketing efforts. This individual may also be referred to as an advertising assistant.
The individual works with an advertising director or under the supervision of the director of marketing. In some settings, casinos and casino hotels utilize the services of outside advertising agencies. In these cases, the Advertising Coordinator often acts as a liaison between the agency and the facility in developing advertising campaigns. In addition to working on the advertising campaigns, the Coordinator also creates individual promotional ads that may be needed for special promotions and events in both the casino and the casino hotel. These may include hotel and restaurant specials, entertainment events, slot parties and tournaments, nationally televised attractions, sporting events, and many other promotions.
Keeping these goals in mind, the Casino Advertising Coordinator must reach the proper markets. The Coordinator must know in which geographic area it is best to advertise, as well as the proper media. This may include radio, television, newspapers, consumer and business publications, and billboards. The Casino Advertising Coordinator also prepares direct mail advertising pieces aimed at former customers and potential guests. This type of advertising is often used in casinos to promote specials and giveaways during slow seasons. The Advertising Coordinator performs a variety of research projects in the job. The individual must determine the most effective type of ads, as well as media and locations in which to place them in order to reach the market the facility is aiming for.
The Advertising Coordinator might be required to do the actual copywriting, graphics, and audiovisual components of advertising, or to farm out some of these duties to freelance people. If the facility is working with an outside advertising agency, the Coordinator may develop the ideas instead of doing the actual writing and artwork. Other duties of a casino or casino hotel Advertising Coordinator may include:
Casino Advertising Coordinators working in casinos and casino hotels earn between $22,000 and $35,000 or more annually. Factors affecting earnings include the geographic location, size, and prestige of the specific casino or casino hotel, as well as the education, experience, and responsibilities of the individual. Employment prospects are fair for people seeking this position and will increase as gaming expands throughout the country. Opportunities exist in the marketing departments of many gaming facilities. As noted, some casinos utilize the services of independent advertising agencies. However, these casinos and hotels often employ an Advertising Coordinator to work with the outside agency.
One of the great things about working in casinos and casino hotels is that they like to promote from within. Once you’re in, if you are a good employee, your opportunities are limitless. The Casino Advertising Coordinator may take a number of different steps toward advancement depending on career aspirations. Individuals may become the advertising director of the casino or casino hotel if the facility has such a position. With experience, education, and training advertising coordinators may also be promoted to other jobs in the marketing and public relations area. Depending on the specific state and casino, people may be required to be state licensed.
Educational requirements vary for Advertising Coordinators at casinos and casino hotels. Most prefer candidates to hold a bachelor’s degree with a major in advertising, marketing, public relations, communications, or liberal arts. In some cases, work experience is accepted in lieu of education. Experience working in advertising, marketing, public relations, or a related field is usually necessary.
Advertising Coordinators should be creative individuals with copywriting and graphics skills. An understanding of the hospitality and gaming industries is needed. Good communication skills are also necessary. The Advertising Coordinator must have the ability to work on several multiple projects at one time without getting flustered. Those interested in learning more about careers in this field can contact the Hotel Sales and Marketing Association (HMA) and the American Advertising Federation (AAF).
1. Many casinos have job hotlines for available jobs. Call casinos directly to obtain their job hotline phone numbers.
2. Get your foot in the door of a casino hotel. Most promote from within. If you have experience in advertising or marketing, see what positions are open, then move up the career ladder.
3. Jobs may be advertised in the classified sections of newspapers in areas hosting gaming. Look under classifications such as “Casino/Casino Hotel Advertising Coordinator,” “Casino/Casino Hotel Advertising Assistant,” “Advertising,” “Marketing,” or “Casino/Hotel Opportunities.”
4. Openings are often advertised on the Internet. They may be located via the home pages of casino hotels.
5. Check out opportunities online. Many casinos list openings on their Web sites.
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Note: This article was sent to us by: Kevin Ingle at 02062010
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