A Winning Hand

Direct marketing.

At least that's the case at the Sands Hotel and Casino in Atlantic City, N.J. By mailing personalized statements out to frequent players, combined with coupons for free services based on how much they've spent, the Sands encourages past spenders to return.

To grab their interest, however, these statements must not only be personal, they must be colorful—and that's where the Sands' in-plant comes in. Working closely with the casino/hotel's direct mail department, the 17-employee Sands in-plant prints four-color shells for these statements, then passes them on to the MIS department, where the variable data is added.