L'Auberge-Logo

Challenge

Feigley Communications was contracted to provide public relations services to Pinnacle Entertainment as they opened their newest L’Auberge Casino and Hotel (LBR) in Baton Rouge, Louisiana. FC assisted with both public relations and non-communications tasks to ensure that all needs were met for the LBR team as it prepared for opening. Raising awareness about employment opportunities (human resources) needs, the property offerings (dining) and general information about L’Auberge were specific communication goals. The Gaming Control Board Meeting that included the announcement of substancial completion was also a major milestone that required communications support. In August, the focus became solely on the grand opening and educating the media about the brand and the many unique offerings of L’Auberge.

Action

Major public relations announcements by FC on behalf of LBR included substancial completion date set and gaming control board meeting, grand opening date, and entertainment line-up/ ticket sale advisories. Major PR activities and pushes included:

Dealer School- Pitched to have a local reporter go through the Dealer School Training program
Cuisine- Arranged for chefs to appear on morning and noon news shows
Branding– Media gifts were developed and delivered over the four weeks leading up to the planned grand opening to educate the media about the Pinnacle and LBR brand. More than 175 gifts were delivered to media in Baton Rouge, New Orleans and the surrounding areas
Hosting and engaging media- Maintainined media interest in the property leading up to grand opening through carious scheduled media days
Planned Satellite Media Tour (SMT) with PRNewswire
Managed inviting media and pitching Grand Opening

Other non-communications efforts LBR enlisted our help in included: researching and securing photographers and videographers to cover Grand Opening, researching and sourcing VIP gifts, creating the invitations and R.S.V.P.’s to various events.

Results

As Hurricane Isaac caused the delay of the grand opening and caused the cancellation of the planned extravaganza, FC worked with L’Auberge to develop a second media event held in late October.

As of October 1, 2012, 185 articles, television news stories, magazine articles and web stories have been captured. The estimated advertising value is more than $136,931, making the estimated Public Relations value more than $283,587.

185
185 articles, television news stories, magazine articles and web stories
136931
Estimated Dollars in Advertising Value
283587
Estimated Dollars in PR Value