Elevating a Local Favorite: Launching The Deck at Ellis Island

Ellis Island Casino & Hotel is a beloved, legacy off-Strip property known for its value and loyal local following. As part of a $35 million renovation, the property introduced The Deck Rooftop Bar—a brand new venue built above the expanded casino floor. With sweeping views of the Strip and a front-row vantage point for the Formula 1 Las Vegas Grand Prix, The Deck marked a bold new chapter for the historic property.

Our goal

Announce The Deck as a standout new hotspot, securing strong opening coverage to cement Ellis Island as a destination for unique hospitality. We aimed to generate early awareness, establish credibility among lifestyle media, and drive high interest during the critical opening weeks.

Strategy

Focused on “concept announcement” and momentum. We positioned The Deck not just as a new bar, but as a significant milestone in Ellis Island’s evolution, offering unparalleled Strip and F1 views.

Targeted Outreach: We executed a dual-track outreach campaign targeting local lifestyle, F&B, and hospitality reporters alongside top-tier Las Vegas influencers.

Curated Experience: Rather than a mass invite, we hosted an intimate launch event for a select group of media and creators. We managed all logistics, allowing guests to experience the cocktail program, bites, and atmosphere firsthand.

Visual Storytelling: We ensured the event was optimized for content capture, highlighting the venue’s best asset: the view.

The result

The launch successfully introduced The Deck as a serious contender in the Las Vegas rooftop scene.

31 Media Placements

secured (TV, print, online, and podcasts).

25 Influencer posts

generated, driving an additional 1.5 Million impressions.

39.8 Million +

media impressions delivered.

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When we were looking for a new PR partner, we sought to align our marketing team with a company that really would “get us.” From the start of our collaboration with the MassMedia team, it was evident that they are not your average PR professionals. Beyond professional achievements, the MassMedia team is a pleasure to work with – simply put, they get us. We are excited to continue our partnership with them for many years to come.

In our collaboration, MassMedia has consistently exceeded our expectations, bringing an unmatched expertise in public relations, marketing, community integration, advertising, and design. Their innovative approach has not only rejuvenated our brand presence, but also seamlessly integrated our business into the construction and design community, bolstering and creating invaluable relationships and avenues for growth and enhancing our customer base.

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