A Home Run Launch for Maryland’s #1 Sportsbook
CLIENT
Live! Casino & Hotel Maryland
CAPABLITIES
Creative, Media Relations, Thought Leadership, Travel & Tourism
CHALLENGE
Live! Casino & Hotel Maryland is the state’s top tourist destination, attracting more than 10 million visitors annually to its luxurious accommodations, top-tier entertainment, best-in-class gaming, and award-winning dining. Stanton’s nearly 10-year partnership with the property has generated millions of local and national media impressions through hundreds of targeted campaigns. The 2021 legalization of retail sports betting set in motion efforts by Live! and its competitors in the state to launch sportsbooks that would draw bettors from across the region.
The goals of the grand opening campaign were to establish Live! as the most visible thought leader for gaming and sports betting in Maryland and to position the Live! FanDuel sportsbook as the most immersive and fan-focused sports betting operation outside of Las Vegas. The challenge? For months leading up to the launch, the official date of legalization was unknown.
SOLUTION
Despite not knowing exactly when the Live! FanDuel sportsbook would officially open to the public, Stanton and the FanDuel Group meticulously planned every aspect of the launch event with the expectation of a fast-paced turnaround time once the date was announced. The team mobilized its full resources to develop a unique event that would draw the public, generate media attention, and surpass the lofty expectations of the VIP attendees. Combining the allure of celebrities, fanfare otherwise only found at a sports arena, organized media outreach with sought-after spokespeople available for interviews, and a punchy and eye-capturing run of show, the campaign was put into motion. Through a dramatic ribbon cutting event with a ceremonial first bet, legendary sport icons in attendance, citations from elected officials, and more, Stanton Communications aimed to support Live! Casino & Hotel’s launch of sports betting in a manner that would set its sportsbook apart from the 17+ others in the state.
RESULTS
Through consistent and well-structured communication with media, and a commitment to accommodating last-minute media requests prior to the event, the Live! Casino & Hotel sportsbook launch was the most well-attended in the state. The team’s efforts exceeded expectations, positioning the sportsbook to earn and maintain a position as the #1 sportsbook in the state every month since its launch, and among the top performing FanDuel sportsbooks in the country. The event included elected officials such as Governor Larry Hogan and Delegate Mike Rogers, along with celebrated athletes Bruce Smith, Ron “Jaws” Jaworski, and Ed Reed.
More than 20 members of the media attended from the Baltimore and DC markets, generating nearly 17+ million media impressions.
Awards
2020 PRSA Award of Excellence
