Situation: Growing through acquisition, Harrah's Entertainment had doubled in size in just three years. The company had changed quickly from a family-operated, regional casino company to the world's largest gaming operator.

Challenge: Communication challenges and inconsistency had become an obstacle to realizing the aggregate value of Harrah's acquisitions. Company leaders sought to drive an integrated, "one-company" mindset among 85,000 employees spanning 43 autonomously functioning properties - many with strong, historically independent brand identities.

Solution: Bonfire launched a comprehensive internal communication audit, conducting interviews and focus groups across corporate and the properties. Leading a thorough analysis of internal communication vehicles spanning multiple channels, Bonfire delivered the company's first factual assessment of all intra-company communications. Audit findings were used to design an aggressive communication roadmap that leveraged both existing and new communication vehicles and channels, developing new metrics that linked the communications function's performance to cross-functional business outcomes.

Results: Internal communications was re-positioned as a keystone in the company's post-merger integration plans, and an essential driver of Harrah's "Entertain Your Best" employee engagement program.