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Julia Carcamo is a casino branding expert and the author of Reel Marketing: The Art of Building a Casino Brand. As president & chief brand strategist at J Carcamo & Associates and founder of Casino Marketing Boot Camp, she aids casinos in building and maintaining engaging brands and tactical marketing programs. Following a successful tenure at Caesars Entertainment, where she developed the initial brand architecture for Harrah's core brands, including Total Rewards, she answered the call from Steve Wynn to open his signature resort, Wynn Las Vegas. She was at the helm of the reinvention of the Isle of Capri house of brands, introducing new brands and successfully connecting with new and inactive customers, and reintroduction of the iconic Lady Luck Casino brand. Recognizing the impact the Hispanic market is having now and will have in the future, she has co-founded espÑOLA, her consultancy's Hispanic marketing and engagement arm. She writes on a variety of marketing topics. Get marketing insights at www.jcarcamoassociates.com.