Vote Yes! Petersburg

Through a strategic partnership with Cordish Companies and Bruce Smith Enterprise, LINK Public Affairs proudly assisted in the landmark casino referendum campaign that marks an exciting new chapter for the city of Petersburg, Virginia.

Early discussions around a casino in Petersburg sparked some controversy largely due to the way the city was managing the process and decisions surrounding the project. 

Transparency concerns, with some groups, including labor unions, questioned the lack of public access to key discussions and negotiations about the casino plan, leaving residents in the dark about important details before the proposal went to a public vote.

Acknowledging potential apprehension around a casino in Petersburg, the public affairs campaign had to focus 100% on informing the community and voters on the benefits, and stay away from discussions regarding city management.

Polling
Extensive polling in the city of Petersburg was critical to understanding the shift in public opinion and identification of winning messages throughout the multiple stages of the campaign.

Branding
From concept to execution we launched the “Vote Yes! Petersburg” brand including the website, social channels, and campaign materials.

Collateral
Vote Yes! Petersburg branded t-shirts, backpacks, water bottles, and yard signs were critical in gaining buy in from the community.

Texting
Texting was an important piece when it comes to our voter contact efforts. Texting not only provided critical winning messages to voters but also served as an important Get Out The Vote tool for driving people to the polls.

Direct Mail
Direct Mail was integral to our persuasion and Get Out The Vote efforts for the referendum. Voters were consistently informed about the benefits a casino would bring to the community along with personal stories from community members.

Digital
Digital played a critical part in increasing awareness, directing winning messages, and Get Out The Vote efforts to the Petersburg community.

Video Production
Campaign videos brought a personal touch to the campaign, introducing real members of the community with real testimonials in favor of the casino referendum.

Voters defeated the referendum by a 53%-47% margin, after countywide voter contact strategies reached the campaign’s target audience at least 10 times per voter.

81.5% – YES! Final Referendum Vote

11M Digital Impressions

56x Digital Frequency

12x Unique Text Messages to Voters

8x Unique Direct Mail Pieces to Voters