Caesars Entertainment – Building Loyalty with Asian Audiences
Caesars Entertainment – Building Loyalty with Asian Audiences
Caesars Entertainment is one of the largest names in gaming and hospitality, owning over 19 brands and 40 properties across the U.S., from Caesars Palace to Harrah’s to the World Series of Poker. With a vast portfolio and complex hierarchy, Caesars faced the challenge of speaking with one cohesive voice while fending off rising competition from Wynn, MGM, and newly licensed local casinos. Complicating matters further, the Asian American audience—one of the most lucrative segments in gaming and hospitality—was notoriously promotion-driven, brand-agnostic, and difficult to win over.
The stakes were high. Asian Americans spend more per visit on gaming, dining, and entertainment than any other audience, with Chinese and Vietnamese guests leading the way. The opportunity was clear: grow loyalty, increase visits, and solidify Caesars as the entertainment destination of choice for Asian communities in the U.S. and abroad.
Our strategy began with a bold shift—from 40 decentralized local property efforts to a centralized, national advertising focus. We prioritized three core regions—Las Vegas, Atlantic City, and Chicago—that served as the halo for the broader portfolio. Instead of marketing strictly by country of origin, we segmented Asian audiences by psychographics, tailoring campaigns in Chinese, Vietnamese, and Korean to align with lifestyle values and cultural drivers.
At the national level, messaging highlighted the full Caesars experience beyond the casino floor—rooms, dining, and entertainment—to encourage long-term stays. (in fact we downplayed casino imagery.) Regionally, we tapped into Asian holidays, concerts, and cultural events to attract day-trippers and shorter stays. We paired this with a multi-brand portfolio strategy that positioned Caesars as inseparable from Asian entertainment, from featuring top Asian performers to honoring cultural traditions. To add authenticity and generate incremental buzz, we organized press familiarization tours, giving media firsthand exposure to the breadth of Caesars’ offerings.
The results were powerful. Caesars doubled its revenue growth among Asian Americans compared to the general market, with Asian clientele delivering 9% of revenue despite being only 4% of the audience. Centralizing media planning and buying drove 35% cost savings and 40% added value, while also unlocking premium placements. We launched “Culinary Battles,” an ownable Caesars event celebrating Asian chefs, which grew into a full-fledged TV program. Alongside pioneering in-language websites, we executed over 600 direct marketing projects and more than 300 advertising campaigns—cementing Caesars’ status as a trusted brand within the Asian community.
Through strategic focus, cultural insight, and authentic engagement, we transformed Caesars Entertainment from just another casino option into an integral part of Asian American entertainment and hospitality.
