Question:

How do you generate awareness about Canada’s newest gaming resort in Niagara Falls in a market that has some of the world’s best entertainment options?

Answer:

You create an integrated public relations campaign and roll it out in the GTA. The objective of the strategy is to create some quick wins while developing longer-term relationships and promotions to support the Niagara Fallsview Casino Resort brand and creative campaign. It is also key to differentiate Fallsview from other casino properties in Ontario and promote the entertainment line-up in the Avalon Ballroom. The strategy reaches beyond traditional PR and includes events, partnerships, promotions and media relations that support the objectives of generating buzz and trial.

Result:

Highlights of the PR campaign include two awards, including the international Romero Award recognizing excellence in casino marketing, for the Vow Renewal Ceremony. The vow renewal ceremony, which we arranged on the day prior to Valentine’s Day to open the casino resort’s new wedding chapel, generated nation-wide media coverage. A radio promotion program in Toronto has generated over $1 million in added value and helped forge relationships with the city’s most prominent media personalities. Signature events, such as the Girls Sleepover for Breast Cancer, have been created to introduce the property to new patrons as well as help foster media coverage.