               
Project
Highlights:
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Company/Agency Name: |
Tropicana Entertainment /
FD |
Situational Analysis: |
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Project Name: |
“All In” -- A Communications Campaign to Support the Chapter 11 Restructuring of Tropicana Entertainment, LLC |
On April 25, 2008, FD began
its engagement with Tropicana Entertainment, LLC (Tropicana). The team was
enlisted to drive internal and external communications surrounding Tropicana's
Chapter 11 restructuring and to provide ongoing communications counsel in the
weeks and months that followed - including spending 10 days working onsite at
Tropicana's headquarters in Northern Kentucky.
Two weeks later, Tropicana filed one of the largest corporate bankruptcies of
2008, listing assets of $2.8 billion and liabilities of $3.3 billion. Through
tailored messaging and carefully constructed plans, FD positioned the
restructuring as a positive moment in the company's history, successfully
preparing the brand for a stronger, brighter future. |
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Key Achievement(s): |
▪ Created a comprehensive internal communications program based upon arming casino GMs with communications tools to serve as mouthpieces of the company's key messages to various segmented audiences, which included 11,000 employees scattered across nine distinct gaming properties. ▪ Effectively distinguished Tropicana Entertainment and Columbia Sussex, which both shared the same owner, as implicated in the filing and excluded from the filing, respectively. ▪ Enhanced resonance of Tropicana's key messages in national, local, trade and online media coverage of the filing. |
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Supporting URL(s): |
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Award(s) Garnered: |
Winner − Best Finance Communications Program Honors − Best Internal Communications Program |
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