Royal River Casino offers a luxury experience with Vegas-level thrills - all in Flandreau, SD! Their initial outward brand message, however, did not reflect the experience they provide or how they felt about themselves internally. This became prominent when a new casino/resort across the border in Iowa was gaining traction with a strong market presence - thanks in-part to a “luxury-focused” message. Royal River needed to remind everyone in the region what they stood for: a royal experience. Thus, the "Take the Crown" campaign was born. It focuses on the experience their customers have when they play, stay or just want to getaway. It’s here where they are treated like royalty.
