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
