Worked with select reporters on embargo in advance of the announcement to generate interest and aggressively pitched the story to both local and national reporters following the press conference.The travel-themed event featured a live hula show with professional dancers and musicians, and a 9-ton sand sculpture depicting an airplane taking off over playing cards and dice. Planned and executed a launch event, including a customer party and press conference.Developed messaging that clearly defined the announcement’s historic value and positioned the announcement as breaking news.La Torre Communications formulated a plan that hinged on telling Valley Forge Casino Resort’s story through a highly polished, newsworthy message.

As this was the first time a casino would allow players to redeem points for something outside of its property, the program had the potential to appeal to a large audience outside of gamers. Valley Forge Casino Resort entered into a historic partnership with US Airways, “Points for Miles,” which allowed guests to redeem player points directly for US Airways Dividend Miles.

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