From ground breaking to grand opening, we supported PENN Entertainment, Inc. through every step of a major project–an all-in rebrand and new Hollywood Casino destination in Chicagoland.

PENN Entertainment, North America’s leader of integrated entertainment, sports content and casino gaming, announced a new development that would replace its 30-year-old Hollywood Casino riverboat.  

The brand-new Hollywood Casino in Joliet wouldn’t just be a land-based replica of its Des Plaines River predecessor. Instead, Chicagoland could expect a $185 million entertainment attraction, designed to draw regional attention with celebrity-chef dining, an all-ages event center, exciting gaming and a hub for the region’s biggest sports fans.

PENN Entertainment partnered with LCPR to lead strategic communications around the two-year project from start to finish. 

Our team devised a three-phased plan that leveraged earned media, influencer marketing, community partnerships and in-person moments, making sure media and key stakeholders had a front row seat to each event. Highlights included announcing Giada De Laurentiis’ first Chicagoland restaurant, planning pop-ups and hosting construction walkthroughs.

Up to the ribbon cutting ceremony, each moment demonstrated PENN Entertainment’s commitment to the community and status as an industry leader. Hollywood Casino Joliet was positioned as a must-visit attraction in a competitive entertainment market, reaching an earned media reach of 1.4 billion and paving the way for the company’s growing Chicagoland presence.