Company: Triomphant Communications
Company Description: Triomphant Communications, Member of Findr Group, is a women led small business that leads multicultural and general market communication, grassroots and public affairs efforts for international brands. Much of its s focus has been on building cross cultural understanding through communications and helping clients reinvest in community through grassroots programming.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Multicultural

Nomination Title: Triomphant Communications' Culinary Battles: Supreme Asian Chef

In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:

The gaming industry has been long shifting from just “gaming” to a full array of entertainment offerings, from casual to fine dining, to pools and of course concerts and full scale shows for global audiences. The industry, whether in Las Vegas, Atlantic City or smaller gaming venues, has been struggling to attract and retain their customers.

Caesars Entertainment engaged Gravity Media’s sister Public Relations & Grassroots Agency Triomphant Communications (TC) (both agencies members of Findr Group) to build awareness of their offerings to the Asian-American consumer. Findr Group, headquartered in New York City, with an additional office in Los Angeles, retains 45 marketing and communications professionals whom speak 18 languages.

Currently, the Asian-American population is the fastest growing immigrant group in the U.S. and also leading with the highest level of median household income, even surpassing the U.S. general market population. For marketers, they represent an essential consumer and for Caesars they represent a very important segment of their business.

TC deployed a grassroots and community relations approach to this segment, building coalitions and advocacy advisory boards on behalf of Caesars across the country in key DMA’s, which included New York City, New Jersey, Philadelphia, Chicago and Los Angeles. Discussions ranged from community needs, the long-standing support of the community by Caesars, to responsible gaming and how we can better develop programs for the Asian community. TC developed Culinary Battles® (CB) to anchor this outreach and raise cultural awareness by providing educational and professional development opportunities to members of the Asian community.

On behalf of Caesars, CB recruited highly talented little known Asian chefs to compete in an East Coast vs. West Coast battle with the finals being held at Caesars Palace in Las Vegas – all the while communicating and celebrating the beauty and richness of Asian culture. TC’s approach was based in the fact that communities, like families, come together around the dinner table. CB capitalized on this basic commonality and the popularity of Asian cuisine to not only attract Asians but the wider audience of “foodies” as well. Ultimately, the events positioned Caesars as a true partner that always looks to provide great entertainment and dining experiences beyond gaming, while elevating the careers of little known chefs before general market, ethnic, global media and audiences.

Based on the below results, CB is now entering its planning stage for a 3rd consecutive year.

Media Partners:
Korea Daily (promotional) and ICN (network broadcast as reality TV, 6 episodes) in China and U.S.

Community Partners:
Asian in New York, Organization of Chinese Americans, and the Korean Chef Association as well as government officials issuing statements in support of the program, including LA County Supervisor, Michael Antonovich, and NY State Senator Marty Golden.

Event Talent:
All-star lineup of chefs and celebrity judges that included: Justin Antiorio and Barbie Marshall of Hell’s Kitchen; Master Chef and author Joe Poon; Serious Eats contributor Damon Gambuto; celebrity chef and TV personality Jet Tila. The event was hosted by chef Diane Hendericks.

Campaign run dates: Events beginning March 2014, with broadcast airing September 2014
Budget: $120,000
Impressions: 59,562,815
Social Media Reach: 300,000
Approximate Media Value: $1,054,610
Event Attendees: 500+

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Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):

Monique Tapie, has nearly 20 years of Communications & Media Relations experience working for and advising some of the world's leading companies, government entities and organizations. Prior to founding Triomphant Communications, Monique headed strategy and communications for a leading agency after spending seven years at Philip Morris U.S.A. in the media affairs department. Most recently, she advises and leads communications strategies for the American Board of Physician Specialties, the American Association of Disaster Medicine, Caesars Resorts & Casinos and the U.S. Army. Her focus on behalf of clients includes corporate responsibility, community relations, legislative, litigation and crisis communications, in both the general and multicultural markets throughout the world.