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| Media Relations
Caesars Windsor Grand Opening – In conjunction with their grand opening, Caesars Windsor wanted to create a unique promotion to attract current and new patrons, generate media attention for its new casino/resort in Windsor, Ontario Canada. Hermanoff Public Relations was contracted by OEB Enterprise, its Worldcom Public Relations Group counterpart, to create an original idea to generate a buzz during the grand opening weekend in our market. Hermanoff conceived the tunnel promotion and collaborated with the Detroit-Windsor Tunnel Authority to coordinate complimentary one-way border crossing for the first-time ever, from Detroit to Windsor by paying the tolls for any vehicle (Trucks and Buses excluded) traveling through the Detroit-Windsor Tunnel on Sunday, June 22, 2008 from 3 p.m. – 8 p.m. Besides a media advisory that was distributed to local media, Hermanoff provided the tunnel authority with Caesars Windsor entertainment brochures that were handed out to each tunnelgoer, which emphasized their brand recognition. In addition to the balloon launch kicking off the promotion, each tunnel employee wore Caesars Windsor t-shirts, a large banner with details of the promotion was displayed above the tunnel and the Caesars logo was electronically displayed by the Tunnel’s LCD screens. The free toll at the tunnel initiative generated tremendous media attention, with 40+ placements in just a two-week time period, with coverage in the Detroit News, Detroit Free Press, multiple mentions on all three local TV stations and several radio stations in the market. The promotion also produced an Associated Press wire story, which provided additional coverage throughout Michigan, Ohio and Illinois. |
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