Yulu PR positions Hard Rock Casino as a community-celebrating enterprise for its Canadian launch.
In the fall of 2013, Yulu was recruited to promote the launch of Canada’s first Hard Rock Casino. As part of a strategic marketing decision, Great Canadian Gaming Corp. decided to change the name of the pre-existing Red Robinson Theatre. When the word of this news reached the hands of a reporter who was a loyal Red fan, the casino was greeted with a backlash of cries and protest and within 24 hours of the article hitting the stands, an online petition (led by Michael Bublé) grew to more than 7,000 signatures.
Yulu knew in order to appease the community’s demand to preserve Red Robinson’s legacy, and also position the casino and a neighbourly venue, there needed to be an action, not just a slur of corporate key messaging. We proposed the casino take much of Red’s memorabilia that once hung in the theatre and create a Red Robinson hall of fame that the community could enjoy for years to come.
The Casino jumped on our solution and agreed to take it one step further by dedicating an entire section of the casino to Red’s memorabilia exclusively. Red now has the largest and the only permanent display at Hard Rock Casino Vancouver, a claim no other rock n’ roll legend can make at the casino.