CNIGA: Impact “Beyond the Casino”

Achieving annual statewide economic impact exceeding $8 billion is a ‘great news’ message. We were happy to share it with 32 million people through an emotionally resonant awareness campaign created on behalf of the California Nations Indian Gaming Association.

What We've Done

  • Analytics
  • Brand & Identity Development
  • Communication Plan
  • Digital Cross-Platform Campaign
  • Graphic Design
  • Media Planning and Buying
  • Print
  • Radio
  • Social Media Communications
  • Video
  • Website Design/Integration
  • Written Communications

Community focus’ emphasized that every gaming dollar adds value close to home.

Personalizing impressive numbers into powerful stories.

Our mission was to remind Californians about the universally positive economic impact of Indian gaming across the entire state. Key audiences were likely voters, elected officials and media.

Our solution was an integrated outreach initiative named “Beyond the Casino.” A complete brand refresh and website revamp preceded a micro-targeted digital media campaign designed to deliver information in a succinct, cost-effective and highly credible manner.

Personalizing impressive numbers into powerful stories.

Authenticity drives results. We produced 25 ‘real-life’ video stories to show the far-reaching value of Indian gaming in communities throughout the state. In addition to these personal video profiles, key digital tactics included motion graphics videos, native ads, display ads, updated social media imagery and a dedicated online landing page supplemented by traditional media brochures and fact sheets.


Stories of real people resonate beyond the numbers.  


  • Exceeded target results by 15%
  • Achieved audience reach of 32 million
  • Generated 54 million impressions
  • Attained 79% video completion rate
  • Generated 888% post-engagement increase

Immediate connection, long-term value.

The campaign exposed nine of ten California voters to CNIGA messaging. Organization membership increased significantly, and public opinion surveys have shown strong, continued support for Indian gaming from likely voters.

“It has been an absolute pleasure working with the Loma team!”

--Executive Director, CNIGA


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