With a new Margaritaville Restaurant and Casino under construction on their property, River Spirit Casino Resort wanted a “transitional campaign” that focused on the existing amenities of River Spirit Casino but was flexible enough to “tease” that Margaritaville would be opening in a year. We did this by creating a fun-loving character, a parrot named Earl E. Bird, who shows up a year early to check out the all-new “Margaritaville at River Spirit Resort”, which, unfortunately, was not open yet. But even without Margaritaville, Earl found great comfort in the 5 o’Clock Somewhere Bar and the fun vibe on the River Spirit property. So he decides to call River Spirit home until Margaritaville opens. Over the yearlong campaign, Earl experienced hijinks and adventures all over the River Spirit Casino property, while always talking about the fact that Margaritaville would be opening soon.
