Editorial Support And Writing Capabilities: SEMINOLE GAMING/SEMINOLE TRIBE OF FLORIDA

Editorial Support And Writing Capabilities: SEMINOLE GAMING/SEMINOLE TRIBE OF FLORIDA

CHALLENGE

For more than 10 years, Bitner Group has represented the Seminole Tribe of Florida’s high profile multi-billion dollar generating gaming/casino operations arm, Seminole Gaming. Seminole Gaming oversees a total of seven gaming/casino properties; two of which are opulent Las Vegas-style hotel and casinos that are part of the prestigious and world renowned Hard Rock International brand – the Seminole Hard Rock Hotel & Casino in Hollywood and the Seminole Hard Rock Hotel & Casino in Tampa, Florida.

In representing Seminole Gaming, it is/was imperative to recognize the key individualities and branding strategies of each casino property plus be able to provide editorial support in a variety of writing styles from business to crisis communications and from script writing to entertainment and beyond. Additionally, it is/was important to form relationships with regional Florida journalists as well as national casino, hospitality, travel trade and Native American media in order to adapt our editorial style to suit their needs and maximize placement efforts.

OBJECTIVES

  • To provide editorial and collateral writing support for five stand-alone casinos – Seminole Casino Hollywood, Seminole Casino Coconut Creek, Seminole Casino Immokalee, Seminole Casino Brighton and Seminole Casino Big Cypress as well as for two renowned hotel and casino destinations – Seminole Hard Rock Hotel & Casino Hollywood and Seminole Hard Rock Hotel & Casino Tampa, Florida.
  • To work effectively with Seminole Gaming and its respective management both in-house and out-of-house as well as Seminole Tribe of Florida officers and other stakeholders
  • To familiarize ourselves with and establish relationships with local and national journalists in order to effectively tailor editorial and collateral materials to their needs
  • To generate headline placements in key publications of interest to the Seminole Tribe of Florida and Seminole Gaming

STRATEGY AND ACTION

Bitner Group maintains a staff of highly educated bi-lingual professionals who possess years of journalism, broadcast and advertising experience. Working as a team, we regularly visit with and keep daily communication with the management and staff at Seminole Gaming as well as at each individual casino property.

As regional and national entertainment industry and hospitality public relations specialists, we are constantly honing our journalism skills by attending industry events, seminars and workshops – both online and off.

Bitner Group uses a variety of research and editorial lead tools including Factiva, Vocus, HARO, Google, Facebook, Twitter and other social media platforms to keep-up with journalists, update databases and stay on top of the news in various media industries. This knowledge coupled with our desire to achieve effective placements is what drives our success.

RESULTS

Over the years, Bitner Group has earned the respect of Seminole Gaming officials as well as our industry and journalism peers as evidenced by our high rate of successful editorial placements.

Our press releases, pitches, collateral materials and related editorial efforts have consistently landed Seminole Gaming properties top headline articles and covers in the Miami Herald, South Florida Sun-Sentinel, South Florida Business Journal and South Florida CEO as well as numerous appearances on local Miami-Dade broadcast TV affiliates WPLG, WSVN, WTVJ, WFOR, WPBT, WSCV (Telemundo) and WLTV (Univision), as well as Palm Beach County’s Palm Beach Post, Forum Publications, Boca Raton magazine, Boca Raton Observer and WPTV, WPBF, WPEC and WFLX.

Nationally, we have secured front page coverage in publications such as the New York Times, the New York Post, USA Today and many others.

Additional Bitner Group editorial and collateral highlights include:

To date, Bitner Group has produced thousands of press releases, media kits and collateral materials for Seminole Gaming.

  • The most recent nine-month period from October 2010 – July 2011 resulted in the generation of more than $23 million dollars of editorial, online and broadcast coverage and more than 223 million impressions
  • For the last quarter of 2010, Bitner Group’s editorial efforts focused on the grand opening of Seminole Hard Rock Hotel & Casino Hollywood’s  impressive state of-the-art 2,400 space Winner’s Way Garage that was designed to alleviate parking issues at the South Florida flagship resort. With a Guinness World Record established by smashing 1,914 guitars in celebration, followed-by a concert with Huey Lewis and the News, a charity donation and a spectacular pyrotechnics display, our editorial, collateral and public relations efforts helped generate close to 6.3 million impressions and more than $666,250 dollars in coverage.
  • For the Seminole Hard Rock Hotel & Casino Hollywood property’s inaugural year and the year following, Bitner Group wrote and produced a 10-page “What’s Shakin’” weekly insert into the Showtime! Friday section of the South Florida Sun-Sentinel. This insert highlighted all of the promotions and happenings at the epicenter of South Florida nightlife.

Lastly, through the years and attributed in part to our professionalism and stellar communication skills, we have developed numerous well-respected and long-standing relationships with a variety of journalists.  These relationships allow us to facilitate the placement of important stories.