Aspers Casino

www.thecasinomk.co.uk & www.aspersnorthampton.co.uk



Aspers Casinos owns four casinos across the UK in Newcastle, Northampton and the UK’s only super casinos in London and Milton Keynes.  Interdirect was selected by Aspers to manage all PR activity for the largest casino outside of London, The Casino MK, and award-winning casino Aspers Northampton



The Challenge



The Aspers group required an agency that could deliver a brand-building programme that raises awareness amongst their identified target markets through a planned PR strategy.



The Action



The agency devised a month-by-month PR strategy which would encompass both leisure and gaming PR activities which included a schedule of press releases and articles for local, regional, national and trade media. Regular “What’s On” information for local and regional events listings and ad-hoc PR activity to promote milestone events



The Difference



We helped secure positive media coverage equating to £322,438.10 adverting value equivalent over an 8 month period, which meant that for every £1 Aspers spent on PR, they received £17 worth of coverage. We also managed to gain circulation figures for printed articles which reached 813,063 people in 8 months, as well as coverage on ITV Anglia and the highest attendance since the opening night to The Casino MK’s Christmas giveaway.