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High Roller Observation Fly LINQ Leap Day Wedding Campaign

Winner of 2019 Public Relations Society of America Award of Merit

The Project

Caesars Entertainment’s The LINQ Promenade, the open-air retail, entertainment and dining district located at the heart of the world-famous Las Vegas Strip, offers unique small-scale weddings and private events of 25 people or fewer aboard its High Roller observation wheel. Seeking to capitalize on the “magic date” of Leap Day 2020, as well as documented growing interest in intimate weddings and elopements, The LINQ Promenade celebrated Feb. 29, 2020, with a special “Take the Leap” wedding event.

Brides and grooms celebrated their union by leaping off the FLY LINQ platform for an exhilarating flight along the length of The LINQ Promenade. Upon arrival, the couples were escorted to a private cabin 550 feet in the air aboard the High Roller to enjoy a ceremony officiated by radio host Jeff Kurkjian. Following a champagne toast, all five couples and their guests proceeded to ICEBAR, the immersive ice attraction, for a cocktail reception featuring delicious libations served in their signature frozen glasses. The celebration concluded at The LINQ Hotel + Experience, as all five couples received complimentary overnight accommodations.

102.7 Coyote Country agreed to administer and promote the entire contest and event with social media, video and on-air mentions at no cost to Caesars Entertainment. Five couples and their guests attended the “Take the Leap” event.

The Results

Media coverage resulted in 4,705,240 impressions, with an estimated PR value of $130,570, plus an additional $56,000 in value provided by the on-air promotions, website and social media content provided by 102.7. Additionally, multiple print and online outlets covered the event, including articles by Forbes, Best US Casinos and Las Vegas Weekly.

Caesars Entertainment has charted a twofold increase in inquiries in small weddings at The LINQ Promenade aboard the High Roller observation wheel. Following this Leap Day event, the pandemic shut down large events, resulting in a spike in interest in small, intimate gatherings.