In partnership with Hispanidad, a branch of Heinrich Marketing Inc., Riviera online casino waged a direct mail  campaign targeted at affluent Hispanics, and netted 1200 new players in a mere nine days.

The campaign played off of the famous “Oye Como Va” theme, with a gaming oriented “Bueno Pa’ Gozar,” which highlights the fun aspect of online gaming and translates to “Good to Enjoy.” The campaign was directed at affluent Hispanics, utilizing Spanish-language calls and English language copy.

The creative developed for the campaign was informed by feedback the company had gotten by speaking to some of its Hispanic customers, as well as from focus groups.

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