Case Study: Bally’s Baton Rouge Casino & Hotel wins strong grand opening media coverage with Zehnder Communications

Bally’s Baton Rouge Casino & Hotel generates 38 earned media hits with Zehnder Communications

Zehnder Communications partnered with Bally’s Baton Rouge Casino & Hotel, which faced significant skepticism and a damaged reputation as it sought to revitalize a long-dormant and declining area of downtown Baton Rouge with a major new investment. The challenge was to rebuild community trust and generate excitement for the grand opening through a comprehensive PR and community relations strategy.

The solution implemented by Zehnder involved a transparent media engagement plan, including behind-the-scenes tours and full access for reporters to build credibility. They also collaborated with local tourism and downtown development agencies for broader promotion. Zehnder's efforts resulted in overwhelmingly positive coverage, 38 earned media hits, over 7.3 million unique views, a 93.9% share of voice, and full turnout from all major local media outlets, successfully transforming the property's public perception.

Bally’s Baton Rouge Casino & Hotel