POOLHOUSE was proud to partner with The Pamunkey Tribe and Capital results to deliver a decisive win in one of the 2020 cycle’s most contested ballot-referendums. Over a 3 month period, we produced multiple on-location shoots and delivered a range of products including long-form digital videos as well as TV and radio spots.
Alongside our production, POOLHOUSE also developed the initiative’s digital and TV placement strategy, making sure our creatives reached the intended audiences for maximum effectiveness within the campaign.
The first video was a long-form explainer for digital audiences that walked voters through the Norfolk Resort and Casino project, detailing how it would be a benefit, not just to the City of Norfolk, but all of Virginia. It was important that this video be thorough, as we used it to target key, involved, grassroots leaders in the region to coalesce support.
The second video to launch, “All In,” was a :30s spot. Our objective was to hit on the three main message points of the project – jobs, schools, and economic opportunity for all. On digital, we targeted specific audiences with :06s cut-downs of this video to hit targeted voters who the data showed we needed to shore up our support with. The same message was used as the foundation of a :60s radio spot. Given it’s digital success, we repurposed it for TV.
Our closing :30s TV and radio spot, “Opportunity,” dialed in on one of the more specific points of the Resort and Casino project – that it would bring economic benefit and opportunity to everyone in Norfolk, and that the workforce would be a reflection of the community where it was located. As opposition groups threw mud and baseless claims at the Pamunkey Tribe and this project, we stayed on our message instead of reacting.
Ultimately, by controlling the messaging and using precise targeting on digital platforms, the referendum passed with a huge margin – winning in 46/49 of Norfolk’s precincts and 65% of the vote.
This will be the Pamunkey Tribe’s first casino project, and we are proud to have supported them and our other partners in their efforts.