Situation: After acquisitions doubled the size of Harrah's Entertainment, the world's largest gaming operator required a fast, effective benefits campaign. In introducing a new consumer-driven health plan, HR had to unify 10 brands and 38 properties under one suite of benefits -- all without compromising employee relations.

Challenge: Because a previous pilot program at Harrah's had failed, a new campaign had to be executed within a tight timeframe. Bonfire had 60 days to design, develop, and deploy a bilingual, multi-media, multi-vehicle campaign to 49,000 employees.

Solution: Bonfire partnered with Harrah's, CIGNA and AON to engage employees with an integrated vision of health. The "Choosing Wellness" campaign provided a unified framework of consistent messaging, graphics, and tools. Emphasizing education and choice, the campaign explained benefit options across training sessions, posters, brochures, table tents, DVDs, and enrollment guides.

Results: Bonfire ignited a companywide conversation about "Choosing Wellness," exceeding expectations by delivering additional collateral ahead of schedule to meet an increased demand. Harrah's realized a net gain for employee relations, experiencing an 83% participation rate, reduced support center pressure, and a tripling of enrollment in Flexible Spending Accounts.