Caesar's Entertainment was facing stiff competition from other resorts as they all sought to increase market share within Asian and South Asian communities.
In the gaming industry, when done alone, marketing efforts can reflect negatively on a company like Caesar's. We needed a responsible and grassroots way to give back and connect.
Shared meals have been bringing communities together forever, no matter where they're from, so we made that the heart of our campaign.
Caesar's award-winning platform found and elevated little-known community chefs from target cultures, then brought them together in an East Coast, West Coast Culinary Battle. Competitions were shown on target-favored DISH Network channels, and were made newsworthy through a media relations campaign to major media and press from around the world.
We created over 27 million media impressions, including in countries like China and Korea where talk of gaming is never allowed - a 510% ROI.
This CSR Communications campaign garnered a Stevie Award for Women in Business under the category of best communications campaign. It also garnered an award nomination from PR News under the category of best multicultural communications campaign.