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Caesar's Entertainment sought to increase its gaming industry market share within Asian and South Asian communities. Caesar’s had to proceed in their marketing efforts with caution in order to effectively work alongside other gaming organizations. Needing to create a responsible, grassroots connection, we placed shared meals at the heart of Caesar's mission to bring communities together.


Shadwell Leadership created an award-winning platform that identified and elevated relatively unknown community chefs from the target cultures, bringing them together in an East Coast v. West Coast culinary battle.

It worked.

  • The campaign received major international media attention. The competitions were ultimately shown on target-favored DISH Network channels.

  • We created over 27-million media impressions (a 510% ROI) from China and Korea—where talk of gaming is prohibited.

  • We earned a Stevie Award for Women in Business under the category of best communications campaign as well as  a nomination from PR News in the category of best multicultural communications campaign.

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