Client:

Penn National Gaming (PNG) - Wyomissing, PA
Club Hollywood Loyalty Program Launch

Situation:

• PNG's card program was inconsistent across their Hollywood Casino properties.
• Strategically re-brand existing loyalty program using consistent graphics and design.
• Define brand identity for the new card program and grow their customer base.

Strategy:

• Position Club Hollywood as the ultimate player rewards program.
• Develop a unique and identifiable look for Club Hollywood through tools of form, color, textures, graphics, typestyles and other imagery.
• Design an identity system for Club Hollywood and establish brand standards.
• Reposition existing property-specific promotions as "A Club Hollywood Benefit" to add value to the program.

Results:

• Creation of a Brand Standards Guideline for Club Hollywood to maintain a consistent image and visual identity.
• The introduction of Club Hollywood was embraced by PNG's other casino properties.
• While still in the early phases of the re-launch, Masterpiece set the foundation for Club Hollywood to become a sucessful and competitive loyalty brand in the casino industry.