Rivers Casino




Rivers Casino Sets First-Ever Guinness World Records® 
Title for Largest Pierogi

 

Overview

As part of its comprehensive, yearlong PR plan to solidify Rivers’ positioning as “Pittsburgh’s Casino,” longtime agency of record, Hornercom, set out to deliver a giant media win that would forever link Rivers Casino with one of the city’s most celebrated dishes—the pierogi.


Strategy 

What better way to link Rivers Casino, Pittsburgh and pierogis than with a world-record attempt for the largest pierogi? Hornercom partnered with Guinness World Records (GWR) to vet this opportunity and build a media relations program to leverage the ‘big’ news. The team also worked with other Pittsburgh and Pennsylvania institutions and brands to further reinforce Rivers Casino’s ties to the region, namely the Pittsburgh Pirates and Mrs. T’s Pierogis.


Results

Weighing in at 123 pounds, the chefs at Rivers Casino set the first-ever record for “World’s Largest Pierogi.” Every TV station and newspaper in Pittsburgh covered the National Pierogi Day event. A national wire release helped generate coverage in every major market across the U.S., resulting in more than 500 stories and 6 million branded media impressions. A delicious result!

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