Encore Boston Harbor
$2.7B luxury resort casino in Everett, MA
The $2.7 billion Encore Boston Harbor, the largest single-phase construction project in the history of Massachusetts, faced a daunting challenge — how to hire over 5,000 employees in less than 10 months, while facing record low unemployment rates and low brand recognition, especially among Hispanics, a key demographic for hospitality operations.
Hispanic Market Solution was tapped by Hispanic Market Solution to develop a PR and communications strategy to bolster recruitment.
Under Eduardo's direction, HMS broadened the scope to include the vibrant and sizable local Brazilian market. Strong media ties were leveraged, and lines of communication were established for the first time between the casino and local ethnic media.
Crespo led an aggressive drip campaign with major job fairs at its core. A steady drumbeat of press releases and pitches positioned Encore as a life-changing career destination for exciting, higher-paying starting wages, He provided media training to Spanish and Portuguese-speaking staff.
HMS earned 25 positive media stories in 17 leading Hispanic & Brazilian media, including WBZ CBS Boston, El Mundo, Univision, El Planeta, WSRO, and FM 102.9, generating approx. 1.3 million impressions. He secured three sit-down interviews on top TV programs with Encore's president, and several interviews with bilingual staff, who were media trained by Jaime.
Minority recruitment surpassed expectations by 12 percent, and Encore recruited nearly 5,000 employees for a successful opening..
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