August 04, 2011
Lake of the Torches Resort Casino's Marketing team led by Director of
Marketing Michael J. Broderick repeated last year's success and reeled in
another catch of the year by landing three prestigious and coveted Romero Awards
on Wednesday, July 20, during the 2011 Casino Marketing Conference hosted at the
Planet Hollywood Resort & Casino in Las Vegas, Nev. The conference is
co-produced by Raving Consulting and BNP Media. In 2010 the casino won a record
seven awards, the most of any property that year.
The fantastic "haul" for the resort casino, situated in the heart of the
world-renowned Wisconsin lake country and known for its fishing and outdoor
activities, included one Diamond Award, two Gold Awards and one Honorable
Mention. The casino marketing awards are given to top gaming facilities from
across the country for the innovation, creativity, originality, and
implementation of their marketing efforts during the previous year. The awards
are named after John Romero, a casino marketing pioneer and author, and are
considered the standard for excellence in casino marketing around the globe.
Also notable is this year's top Diamond Award in the direct mail category is a
"four-peat" for Broderick who has now racked up four first place Romeros in the
direct mail category. The Romero Diamond Award for Casino Marketing is
considered the catch of a lifetime that industry marketing professionals from
across the country and around the world strive to earn during their career.
"This is an incredible honor and privilege to have earned four highly-coveted
direct mail Diamond Romero awards during my career in casino marketing, and to
have worked with some fantastic teams and properties that helped make it
happen," remarked Broderick. "John Romero is the pioneer in casino direct mail
marketing and someone all of us in the industry look up to in the highest
regard. To have the recognition that bears his name, and to have won it three
times now is awesome! My team and I are honored," Broderick said.
Lake of the Torches Resort Casino's big catch included the following awards:
Diamond Award, Mid-Size Casino, Direct Mail: Jumpin' Gemstones.
Gold Award, Mid-Size Casino, Casino Floor Promotion: Meet the Pickers.
Gold Award, Mid-Size Casino, VIP Promotion: VIP Shopping Spectacular.
Honorable Mention, Mid-Size Casino, Casino Floor Promotion: Free Ride.
The judging criteria included marketing or promotion concepts; strategic
rationale and execution; casino revenue and other measurable results; the
competitive advantage provided to the casino; and the relationship of the
promotion to the casino's customers, employees, and to the community.
"We are very honored and pleased to receive top recognition from our peers in
the global gaming industry for the second year in a row," said Lake of the
Torches' Chief Executive Officer Bill Guelcher. "To win these awards a number of
times now, it truly places us amongst the best properties in terms of providing
innovative casino promotions and events to our guests. It just goes to show, if
you want to land the biggest and best fish, you have to have the best gear and
the people who know where and how to cast a line! I especially would like to
recognize Michael for his fourth direct mail Diamond Award, and the team he
leads for their efforts, but in addition we would like to commend the entire
Lake of the Torches' staff and management who made this 'catch' possible."
Situated on the shores of Pokegama Lake and nestled in Wisconsin's Northwoods,
the Lake of the Torches Resort Casino has a feel of a classic Northern retreat
and reflects its Ojibwe culture and heritage. The casino has over 800 slot
machines (including a high-limit and non-smoking area), 12 blackjack tables, Let
it Ride, Three Card Poker, and three poker tables, a high-stakes Bingo Hall
seating up to 500 persons, and the Eagle's Nest Restaurant and Woody's Bar &
Grill. The hotel has 101 well-appointed rooms, the Dancing Waters Lounge and the
Woodland Oasis pool area. The 8,500 square-foot Convention Center with the Hall
of Nations offers an outstanding venue for entertainment, receptions, trade
shows, meetings, presentations and seminars. It is proudly owned and operated by
the Lac du Flambeau Band of Lake Superior Chippewa Indians.
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