Wildhorse Casino Bets on Williams Kincaid

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Wildhorse Casino and Resort, an American Indian property in Pendleton, OR, has named Williams Kincaid Group as its direct marketing agency of record.

The Elmhurst, IL agency previously worked with Wildhorse on a project-by-project basis for six years. Portland, OR-based Sasquatch remains the casino's general agency.

"[The mandate is] basically to help them manage and run their entire direct mail programs," said Mark Dyer, partner and vice president of operations at Williams Kincaid.

As before, the mail will target Wildhorse's client base of gamblers. But in its new responsibility, Williams Kincaid also will offer more strategy and consultation in addition to production and fulfillment.

The contract is for a year.

Founded in 1995, Wildhorse includes a casino, recreational vehicle park, golf and a restaurant. It is owned by the Confederated Tribes of the Umatilla Indian Reservation.

Williams Kincaid was confirmed to the Wildhorse account because of its experience with casino clients. The 8-year-old agency handles accounts such as Rainbow Casino, Vicksburg, MS; and Mohican Northstar Casino, Bowler, WI. It also has assignments from Discover Card and Primedia. Billings last year were $5 million.

Another recent win was Minneapolis-based U.S. Bancorp's Treasury Management Services division. The agency will handle direct mail for the division's legal notifications. The contract is for six months.

"We've been working with them for three or four years on a project-by-project basis, and this is a different division we've been awarded," Dyer said.


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