Company: 5WPR
Company Description: 5WPR is a full-service PR agency in NYC with more than 250 professionals serving clients in B2C (Beauty & Fashion), Consumer Brands, Entertainment, Food & Beverage, Health & Wellness, Travel & Hospitality, Technology, Nonprofit), B2B (Corporate Communications and Reputation Management), Public Affairs, Crisis Communications and Digital Marketing (Social Media, Influencer, Paid Media, SEO).
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Travel & Tourism
 Nomination Title: 5WPR x Foxwoods Resort Casino
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
N/A
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
August 2022.
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 185 words used.
Background:
1. 30th Anniversary Campaign: Foxwoods Resort Casino celebrated its 30th anniversary in 2022 by introducing a variety of new features and updates to the property, including a brand new Great Wolf Lodge, a High Stakes Bingo Hall, a casino expansion and exciting new dining options. 5W was tasked with amplifying awareness and visibility for the resort casino’s ongoing announcements throughout the year.
2: Turning a Casino into an East Coast Destination: In 2022, 5W became the agency of record for Foxwoods Resort Casino, with a mission to introduce the iconic property to a fresh, new, eager audience. Our goal was clear - propel Foxwoods into the limelight as the ultimate, must-visit resort destination on the East Coast, while continuously redefining the standards of luxury entertainment.
3. Foxwoods Resort Casino is the largest resort casino in the Northeast. To amplify the property’s offerings year-round, 5W executed a robust influencer program inviting creators to visit on a monthly basis to produce FOMO content. From positioning Foxwoods as the perfect weekend getaway to highlighting its 30+ dining options throughout, 5W ensured the content was impactful and engaging.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 235 words used.
From the onset of our partnership in 2022 through present day, 5W was tasked with unveiling a series of ambitious property expansions, including the addition of Great Wolf Lodge, a new high stakes bingo hall, a new 50k square foot casino, and world-renowned dining experiences, Hell’s Kitchen and Wahlburgers. Our team strategically positioned Foxwoods’ revitalizations as groundbreaking innovations within the resort and entertainment industries, showcasing a diverse range of gaming, entertainment and dining that Foxwoods offers. 5W focused on national and regional media, profiling Jason Guyot, Foxwoods’ CEO, as a visionary leader, while continuing to secure media coverage around each high-impact event activation, groundbreaking moments and ribbon cutting ceremonies - all of which has further solidified Foxwoods Resort Casino as a game-changer in the world of resort destinations.
For the 30th anniversary, 5W executed a comprehensive media relations strategy that spanned both regional and national media outlets, highlighting the exciting new offerings and expansion plans and utilizing CEO Jason Guyot for interviews to discuss Foxwoods’ pioneering approach within the resort-destination space. 5W was also on hand to staff the 30th anniversary cake-cutting ceremony, and continued to update media with various expansion announcements throughout the year utilizing press releases, media alerts and media stays.
Throughout 2023, 5W collaborated with over 45 different influencers across lifestyle, travel, food & beverage and local Connecticut sectors, to showcase Foxwoods’ extensive offerings on property through organic visits and curated events.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 127 words used.
-In 2022, we secured 614 media placements and 3.3 billion media impressions; In 2023, we secured over 450 media placements and 1.3 billion impressions. Top placements include Forbes, The Street, Tasting Table, and CBS News.
-For the 30th anniversary alone, 5W secured both regional and national media placements in outlets such as New York Post, The Street, CT Insider, Yahoo! Finance, The Day, Fox 61 CT and many more, totaling over 787.7M+ media impressions across 196 media placements.
Influencer content themes included:
• Everything I Ate at Foxwoods Resort Casino
• Family Fun in the Sun!
• Mother/Daughter Trip
• NYC Getaway with Billy Porter
• Various Foxwoods Hosted Events
• Everything I Did In One Night at Foxwoods
• Girls Weekend
• Kid-Free
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 8 words used.
Sample media coverage and sample influencer marketing content.
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