Resorts World Catskills: Elevating Brand Affinity in the Luxury Casino Market

CHALLENGE

Heighten Awareness, Elevate Brand Affinity, Build Brand Equity

As Resorts World Catskills, New York’s most luxurious and largest resort casino destination, prepared to launch the property in the highly competitive Northeast casino market, Empire Resorts engaged Elevate as the agency of record to develop and execute an integrated marketing communications strategy to introduce the $1.2 billion luxury property to consumers in Greater New York and the Tri-state area.

SOLUTION

Corp. Comms., Media Relations & Influencer Engagement

Elevate’s strategy included a suite of PR programs, tactics, and touchpoints designed to repeatedly communicate Resort’s World’s value proposition, customer offerings, amenities, and differentiators directly to priority audiences. Our program included a comprehensive news and announcement calendar that promoted consumer and corporate milestones, monthly media and influencer FAM trips, experiential event PR, executive press, expert source positioning, and editorial feature story placements campaigns.

IMPACT

Heighten Awareness, Elevate Brand Affinity, Build Brand Equity

Elevate’s campaign generated more than 1 billion earned media impressions and helped RWC drive traffic from all priority markets and achieve all of the executive team’s ambitious marketing objectives.