Situation: Interest was high across Maryland as the state’s second casino prepared to open in a renovated grandstand at Ocean Downs Racetrack. The new slots parlor would make Ocean Downs a premier entertainment facility in the heart of Maryland’s beach resort community. Several public agencies were involved in the grand opening, and elected officials and other dignitaries from across Maryland planned to attend. Because of the high-profile nature of the project, it was critical that the roles of all involved parties received proper public attention, but most important to Ocean Downs, the public relations plan had to build excitement and draw patrons to the opening.
Solution: Ocean Downs brought in Tipton Communications to plan the grand opening, coordinate the many messages and ensure maximum media exposure. Tipton worked with Ocean Downs staff members to develop a comprehensive media plan that would generate the greatest possible media coverage of the opening of Ocean Downs. Tipton developed media lists and pitched the event to media outlets throughout the state as well as other industry and related media groups. Tipton also developed the minute-by-minute plan for the event. With extensive planning and coordination, Tipton was able to accommodate the needs of state agencies and the schedules of elected officials and other invited guests.
Results: The event proceeded with clockwork precision. Media members were presented with special opening day information packets, ready interviews, multiple opportunities for photos and video and personalized facility tours resulting in positive and extensive local, state and regional coverage. At the end of the day, all parties were pleased, particularly the tens of thousands of new patrons who visited the casino.