The Opportunity
After partnering with Adelaide Casino in 2009 for the launch of the Chandelier Bar, communikate et al became an integral extension of Adelaide Casino’s marketing and communications team for five years. Our challenge was to position the Adelaide Casino as the flagship entertainment destination of Adelaide, while minimising the risk associated with the industry.
Our Approach
communikate et al delivered a strategic and sustained public relations campaign that reinforced the Casino’s position as a leading entertainment venue and showcased the many and varied facets of the business.
communikate et al played a key role in the planning and delivery of many of the Casino’s events and announcements, including:
- Their 25th anniversary celebrations
- The 2012 Adelaide Casino Adelaide Cup
- Bar and menu launches
- New Year’s Eve events and
- Sponsorship activities
We also also shared the stories of the people behind the Adelaide Casino, to raise awareness of the Casino as one of South Australia’s largest employers. In our role as a trusted advisor, we worked closely with the Casino’s legal affairs team, senior leadership team and SKYCITY head office on all crisis and issues management. Given the nature of the industry, this involved complex and sensitive matters that required careful management, particularly regarding the media.
The Outcome
communikate et al’s strategic and ongoing campaigns ensured the Adelaide Casino was:
- Proactively engaging its target audience
- Achieving hundreds of positive news stories each year
- Minimising the risk associated with the industry’s sensitive nature
