In 2022 and 2023, The Vox Agency handled media outreach and community engagement surrounding the rebranding of the nearly four-decade-old Lucky Club Hotel & Casino in North Las Vegas. Reimagined as Ojos Locos Sports Cantina Y Casino and Hotel Jefe, the rebranded and completely renovated property opened on Feb. 6, 2023. A collaboration between Las Vegas-based Fifth Street Gaming (FSG) and Dallas-based Ojos Locos Sports Cantina, the gaming and entertainment destination represented the first U.S. hotel-casino dedicated to the Latino community.
Vox created and implemented the media and community outreach campaign involving both Spanish- and English-speaking local and hospitality trade media that introduced the brand to the market, while finding opportunities to spotlight Latino senior management team members as well as Fifth Street Gaming’s long-standing commitment to the Spanish-speaking community in its surrounding neighborhoods.
For this effort, Vox also concepted a series of community engagement events to surround the opening of the hotel-casino, including a ribbon-cutting ceremony or other media moment in conjunction with Hispanic community leaders, Latin Chamber members, North Las Vegas officials, company staff and executives. The agency also recommended identifying a community give-back initiative and partner to debut in conjunction with the grand opening, e.g., a hospitality scholarship and/or internship program for Latino students with a management training opportunity at the restaurant/casino.
The media campaign surrounding Ojos Locos’ opening secured news coverage in all of Las Vegas’ major English and Spanish-language news outlets, as well as coverage in national gaming and travel publications and news stations in national markets (Honolulu, San Diego), totaling 70 news stories, 305 million impressions and more than $8 million in publicity value.
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