Transforming an aging racetrack into first-ever Southwestern Pennsylvania casino
Issue
As Pennsylvania expanded its gaming industry with slots licenses, The Meadows became the first casino to open in southwestern Pennsylvania. In doing so, it faced widespread misconceptions about the gaming industry, as well as challenges from special interests and gaming opponents that threatened revenue streams.
Strategy
La Torre Communications devised a comprehensive media campaign to introduce the revamped Meadows to area residents, as well as educate them about the expanding gaming industry in the Commonwealth, emphasizing the positive effects The Meadows would have on its community.
Results
- Designed and executed popular grand openings for the initial temporary casino, permanent casino and table games introduction.
- Conducted media tour with southwestern print, television and radio outlets to promote legislation to expand table games.
- Devised communications strategies on sensitive industry issues, such as smoking, problem gaming and theft.
- Worked with Meadows management to craft important internal communications to employees.
- Earned frequent media coverage of Meadows’ charity, entertainment and community events.
- Held several media tours to coincide with key opening and expansion events.
- Arranged a series of television appearances and print interviews with key Meadows spokespeople.
- Conducted a comprehensive social media program, incorporating Facebook, Twitter and YouTube, reaching over 4,000 Meadows patrons.
Conclusion
With an aggressive communications plan, La Torre Communications developed earned media exposure totaling more than 20 million viewers and readers. In doing so, we successfully diminished industry misconceptions and positioned The Meadows as a vital community member.