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Providing public relations and marketing services
The Brief
To develop a public relations programme to support the planning application for this iconic London venue, on behalf of the consortium planning to develop it into one of the UK’s top casinos with cabaret theatre and signature fine dining restaurant.
The Solution
Inevitably this change of use for this historic landmark into a casino and the loss of another London theatre attracted significant negative sentiment and press. Yet other sectors - including top theatre groups - had investigated the feasibility of buying lease on the building but, due to the very high renovation and restoration costs, every one withdrew. So we developed a flow of positive, well placed press coverage in trade, regional and local media to counteract this and reassure audiences of the commitment of the developers, emphasising the care and investment that they were making to restore the deteriorating building to its former glory and preserve its many historic features. We engaged with the local communities - including producing collateral in Cantonese and Mandarin - to successfully engender their support for the application, and created an informative website that presented to the public the plans for the redevelopment.
Once the licenses were granted, we created a new visual identity and logo for the casino; this included a fresh new website in several languages detailing the elements that would be on offer in the new casino following its launch in 2011 and to invite enquiries from prospective staff, members and press. We also created internal CGIs of the main atrium and gaming hall showing the future design as briefed by the interior design team.
We maintain an ongoing programme which is achieving substantial positive press coverage, including a full page in the Evening Standard, an exclusive focus on Jeff Randall’s show on Sky TV, and a feature profile of the Chairman in Director Magazine.