PUBLIC RELATIONS / SOCIAL MEDIA / INFLUENCER MARKETING
GOALS:
Wish You Were Here Group partnered with Neon PR when it was looking to open Kassi Beach House, a European style restaurant and lounge with Coastal Italian and Greek influences, poolside at Virgin Hotels Las Vegas – its first location in Nevada. Set inside a newly renovated casino property off-Strip, it was crucial to not only introduce the concept to Las Vegas, but also build excitement amid other property openings. With the goal of introducing the brand to the market, as well as attracting returning clientele, Neon PR crafted a targeted PR campaign focused on securing local and regional media coverage, executing a successful opening event and building local community connections.
TACTICS:
• Invited media, influencers and social media celebs and trendsetters to Kassi Beach House’s private, VIP opening weekend during Memorial Day Weekend featuring an exclusive party, friends & family night and grand opening event. Neon PR provided outreach efforts to top-tier Vegas locals and VIPs, in addition to social media celebrities by securing physical addresses and emails to over 350 invitees. Team Neon diligently kept track of all RSVPs in this list, which has a total of 272 total targeted influencers confirmed to attend.
• Secured first looks and individual dining reservations for local media, bloggers, and influencers to secure feature placements in key outlets.
RESULTS:
• Opening weekend preview events were well attended with target cover numbers exceeding goals.
• VIPs and celebs who RSVP’d directly and attended the private, invitation-only grand opening event at Kassi Beach House’s attendance and social presence garnered 217,922 total engagements and 21,408,800 potential impressions.
• Garnered local media coverage in every major outlet in Vegas including Vegas Magazine, Eater Vegas, Las Vegas Review Journal, Las Vegas Weekly and Las Vegas Sun. Secured national coverage in publications including E! News, MSN, Travel Weekly and Departures, helping position Kassi Beach House as a destination for drive market visitors to the Kassi Beach House.
• Neon PR disseminated an event recap to national and local media highlighting celebrity guests, entertainment and the subsequent party. The event recap resulted in 9 inclusions totaling 38,169,300 potential impressions.
• The restaurant has maintained consistent business for all day service, as well as consistent, lucrative dinner reservations.
