Client: Encore Boston Harbor
What we did: Message strategy, copy, digital advertising, media planning, media optimization
A campaign worthy of, well, an encore
Forbes Travel Guide called it one of the most anticipated hotel openings of the year. But before Encore Boston Harbor could open its doors, the $2.6 billion resort and casino needed to hire over 5,500 employees. Adding to the challenge? The local job market was super tight. And while the Encore brand has tremendous cachet in Las Vegas, awareness was next to nothing in Boston.
Our campaign solution, “You deserve an Encore,” promised prospects who may have been feeling complacent in their current jobs a chance for a more exciting and fulfilling career. We launched a massive media blitz that included a total takeover of North Station, MBTA train wraps, digital and social, radio, and out-of-the-box promotions to support job fairs.
While our mass media tactics were essential for introducing the Encore brand, our digital campaign moved the needle in attracting top talent. In addition to the expected media, we engaged entertainment influencers to create content and promote Encore careers on their own personal channels. We segmented our audience, then guided them through the funnel. As a result, we hit the recruitment jackpot: 5,500 new hires in four months.
