Caesars Entertainment – Partnership Sales Execution
VISION
Generate a unique, customized VIP experiential marketing platform for Caesars Entertainment to differentiate itself within the competitive casino landscape with Las Vegas’s newest professional franchise in the Raiders and their new venue Allegiant Stadium which is opening in the summer of 2020
PROJECT
Caesars Entertainment primarily had utilized sports teams as a pure hospitality play with traditional tickets and suites. Casino industry landscape was going to have a significant presence in Allegiant Stadium from tickets and suites – 15 different casino entities bought one or two suites. The Raiders wanted to leverage the casino marketing category from a sponsorship perspective which would require creativity in carving up the category and marketing assets to provide differentiation. Caesars Entertainment had nine (9) properties in Las Vegas with all varying levels of VIP status.
The Global Partnerships team targeted Caesars Entertainment to be the FIRST official founding partner of Allegiant Stadium to be able to leverage PR status amongst its competition and with its VIP customers ahead of the stadium opening. Created an entitlement space via the VIP Gate & Lobby to the east side of the venue which would require not only their VIPs but any club seat holder or suite holder on that side venue to go through their branded space for an event. Caesars Rewards (loyalty program) was used as the name of the gate and provided a speed entry channel for VIPs who were staying at one of their nine (9) properties in Las Vegas. A VIP Drop-off Zone was designed, which would provide an area for limos containing VIPs to go through a special lane, be dropped off and walk through a red-carpet experience into the venue.
There was a tiered VIP program built that segmented a variety of unique experiences (dinner on the field, fantasy camp, etc.) that provided over 1,000+ customer engagements outside of tickets to events at Allegiant Stadium. Developed a marketing platform called Raiders Weekend Kickoff presented by Caesars Entertainment which would drive VIPS and visitors to Las Vegas for Raiders home games to their LINQ Promenade property where they could meet Raiders alumni, Raiderettes, Raider Rusher, listen and watch a live Raiders radio broadcast and participate in a variety of activities.
RESULTS
Caesars Entertainment announced their 15-year founding partnership on November 1, 2018 and were able to leverage the PR as the only casino marketing partner of the Las Vegas Raiders for 11 months.
PRESS RELEASE
Caesars Entertainment becomes first founding partner of Allegiant Stadium