Alea Casino - The Largest Casino in Yorkshire

Background

Yorkshire’s biggest casino The Alea is set to launch in a newly developed and little known Clarence Dock area of Leeds

Objectives

To achieve maximum profile and awareness of the Alea opening, positioning the casino as an entertainment destination, with cosmopolitan bars and high class restaurants, as well as gaming.

To engender trial by delivering the key message that Alea Leeds’ is a first choice entertainment destination in Yorkshire.

Strategy and Tactics

Hatch ran a successful six month PR campaign, culminating in a showcase celebrity launch party
Heroed the Michelin-starred chef, Vineet Bhatia and held interactive media showcase tasting event
Ran inventive photo stories, engaging competitions to excite the Yorkshire public
Capitalised on the news agenda to generate national media coverage with key travel contacts
Secured live BBC TV feature on the opening night utilising ‘Bond’ fever and regeneration as media hook

Outcome

Delivered Leeds’ biggest launch party and doubled attendance target with over 2,000 visiting the new venue for the first time.

For a total budget of £16,500, Hatch generated media coverage over £70k of AVE and delivered nearly 5 million OTS.

“Hatch worked effectively with Alea to make our Leeds Clarence Dock opening one of the most successful casino launches to date. Hatch's inventive and hard working approach delivered maximum launch party attendance and six months of PR coverage to keep Alea Leeds in the headlines.”

Andy Orr, Venue Director, Alea Leeds