A Corporate Showcase for a World-Class Brand
Caesars Entertainment is the world's most diversified casino-entertainment provider and the most geographically diverse U.S. casino-entertainment company. With more than 45 million website users engaging with the company's online presence, Caesars hired Bounteous to enhance the user experience on the company's corporate website (caesars.com/corporate) by driving optimization, personalization, conversion, and more.
Caesars engaged Bounteous' expertise in strategy, design, engineering, analytics, and marketing in late 2017 to begin the website overhaul. Goals for the project included establishing its online presence as an industry leader, consolidating its many WordPress sites, alleviating security concerns, driving traffic, and implementing user-friendly navigation and compelling imagery to reinforce Caesars Entertainment's mission of inspiring grown-ups to play.
Bounteous created a shared vision to refresh brand interactions for investors, development partners, media, and career seekers. By leveraging Caesars' investment in Adobe Experience Manager (AEM), Bounteous standardized content management for minimal ongoing maintenance and flexibility to move at the speed of the hospitality and gaming industry.
- Digital Transformation Strategy
- Mobile, Web & Emerging Applications
- Experience Design & Planning
- Quality Assurance Testing & Automation
Business Issue
Caesars Entertainment wanted the look and feel of their corporate site to mirror the experience and excitement of their properties, while also driving the business message that Caesars is an industry leader in the hospitality and gaming space. Bounteous needed to surface a specific part of the Caesars story for a non-consumer audience. It was important to increase functionality for key partners and collaborators of the brand across various content areas and for various devices.
Solution
Through a series of reviews, interviews, and collaborative workshops, Bounteous drove stakeholder alignment towards a reimagined corporate presence. They championed the Caesars Entertainment brand story by featuring its rich history, diverse properties, core values, and user-specific news in an easily navigable experience.
Bounteous leveraged their existing platform and software investments in AEM and Adobe Managed Services to build out the component library. By restructuring their information architecture, users can quickly find the content they want. This enhanced content flow also positions the Caesars Entertainment team with minimal maintenance.
Outcomes
The new site represents the Caesars brand inside and out: from the contemporary, responsive design to streamlined internal operations, Bounteous collaborated on a corporate brand experience that rounds out Caesars' content offerings and speaks effectively to key stakeholders.
Bounteous continues to work with Caesars in bringing its brand into the future and enhancing its experience for more than 55 million loyalty rewards members, worldwide visitors, investors, media partners, and career seekers.
- Modernized digital experience for corporate audience
- Streamlined content flow and functionality
- Leveraged AEM investment and standardized content management
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