Harveys
"Free Bottled Beer"

Objective:
Position Harvey's as the premier place to gamble in the Lake Tahoe region.

Strategy:
Tout Harveys' service of free ice-cold brand name bottled beers, as opposed to unknown beer in a glass served at other casinos.

Execution:
Print ad utilizes bold "free bottled-beer" headline combined with a mouth-watering visual of ice-cold bottled beer to promote a thirst response. Studies indicateded "long copy" ads maintained readers attention longer than those with short amounts of copy.