Eleven Tempts Casino Crowd

SAN FRANCISCO Ameristar Casinos promises “More casino. More fun” in a print campaign by Eleven Inc. that promotes the client’s Black Hawk, Colo., facility to young adults.

Copy on one ad reads, “You know you want it,” referring, ostensibly, to the poker games, in a series of pinup-style executions lensed by photographer Moshe Brakha. One of the images shows a nude woman on a poker table with nothing but betting chips strategically placed on her body.

A representative from Eleven said the aim was to make the advertising contemporary, sophisticated and sexy. Other interations push the casino’s penny slots, live music and dining.

One portion of the campaign, a 10-page newspaper insert for Ameristar Black Hawk, ran in the Denver Post last week, said Rob Price, co-chairman and creative director at Eleven in San Francisco.

Before the insert, a series of outdoor ads teased readers with bits about the upcoming launch. One message read, “Tall. Strong. Handsome. (And that’s just our 10-story parking garage.)”

Ad spending on this portion of the Ameristar account was undisclosed. Ameristar Casinos spent just under $10 million on ads in 2005, per Nielsen Monitor-Plus.

It has been one year since Las Vegas-based Ameristar bought the Colorado resort, then called the Mountain High Casino. The company was in the news today as one of four suitors interested in acquiring Tropicana hotels and casinos in Las Vegas.