SOURCE: Two by Four

February 08, 2007 10:00 ET

Four Winds Casino Resort Selects Two by Four as Agency of Record

Agency to Support Development, Launch and Ongoing Operations of Premier Gaming Resort

CHICAGO, IL -- (MARKET WIRE) -- February 8, 2007 -- Two by Four, a leading integrated marketing agency offering advertising, design, promotions, direct response and event marketing services, announced today that it has been selected as agency of record for the Four Winds Casino Resort scheduled to open in New Buffalo, Michigan in early August of this year. Situated near Lake Michigan approximately 75 miles east of Chicago on I-94, the Four Winds Casino Resort is owned by the Pokagon Band of Potawatomi Indians. The Casino is managed by Lakes Entertainment, Inc. (NASDAQ: LACO), a leader in the development and management of casinos and related entertainment facilities in various gaming jurisdictions, including Indian-owned casinos.

In its new role, Two by Four will lead the development of Four Winds' brand identity, as well as several strategic initiatives including its launch strategy and various creative campaigns to support the casino's operations. It will also be responsible for Four Winds' media strategy and buying. Two by Four's efforts will be supported by its newly developed "thirdgear" division that specializes in marketing to the 40+ market, a demographic which represents many casinos' most loyal customers.

"The Four Winds Casino Resort is poised to become the leading gaming resort serving the Chicagoland, Indiana and Michigan markets," said David Stevenson, president and creative director, Two by Four. "We are extremely pleased to have been selected to join the Four Winds team."

"Two by Four and thirdgear have a really good understanding of the psyche of the casino fan base, and have some great ideas on how to appeal to that fan base," said Mike Montross, vice president of marketing for Lakes Entertainment, Inc. "We look forward to working closely with them in changing the market's perception of the Midwest casino and establishing Four Winds Casino Resort as one of the leading brands in the industry."

On a beautiful landscape with over 3,000 slot machines, 100 gaming tables, six restaurants, five bars, and a 165-room suite hotel, the Four Winds Casino Resort promises to deliver a gaming experience unlike any other currently found in Chicagoland, Indiana or Michigan. There will be something for every taste and budget. In addition to the gaming experience, the Four Winds Casino Resort is projected to create 1,000 construction jobs, 2,000 casino jobs, and thousands of ancillary jobs in the region.

About Two by Four

Two by Four is a fully integrated agency focused on developing market changing ideas that knock consumers upside the head and leave an impression. Core service offerings include advertising, design, promotions, direct response and event marketing. Clients include Wrangler Jeans, The Chicago White Sox, Bridgestone Firestone, W.W. Grainger and U.S. Cellular. For more information, please visit Its thirdgear division is dedicated to marketing to the large, economically powerful, and all-too-often ignored 40+ segment. More information on thirdgear can be found at

About the Four Winds Casino Resort

Four Winds Casino Resort is on I-94 at Michigan Exit 1 in New Buffalo Township. It will be the only land-based casino within 150 miles of the Southwest Michigan area. Managed by Lakes Entertainment, Inc. for the Pokagon Band, the resort will offer 130,000 square feet of gaming floor with 3,000 slot machines, 100 table games, and poker tables. It will also feature six restaurants, entertainment bars and retail opportunities, making the 165-room suite hotel a destination resort for Midwest tourism. Four Winds Resort Casino is expected to open in August 2007 and employ 2,000 people. More information can be found at

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