The Red Dragon Centre

The Red Dragon Centre is Cardiff Bay’s most popular entertainment destination and a complete entertainment and leisure experience all ‘under one roof’. It includes Hollywood Bowl, ODEON cinema, Vitality Gym, and G Casino. The Centre is managed by Savills UK.

Our Mission

Equinox was commissioned in 2006 to proactively raise awareness of the Centre and its tenants among key audiences, including businesses, families, couples and the local community as well as media, with the aim of increasing footfall and boosting visitor spend.

Our Approach

Equinox uses a broad range of PR tactics including media relations to target South Wales print, broadcast and online media outlets. Using a mix of features, press releases, and targeted reviews for tenants, we continue to ensure a competitive edge for the Centre above other city centre based competitors.

Equinox has developed proactive media relations campaigns that target consumer, broadcast and online media and communicate the main key messages for The Centre to a variety of audiences. These include the UK’s biggest Balloon Festival and the opening of Wales’ first IMAX screen at the ODEON.

Equinox also works alongside the in-house Marketing Manager to ensure that marketing activities are maximised through PR. PR played a part in a successful integrated campaign celebrating The Red Dragon Centre’s 15th anniversary in 2012. The Centre was recognised in the prestigious CBRC Purple Apple UK wide marketing awards this year as a finalist.

The Result

Equinox has continued to deliver a successful PR campaign as part of the overall communications strategy for The Red Dragon Centre. Opportunities to see for the latest financial year (01 April – 31 March 2013) have reached 4,045,608.

Emma Constantinou, Marketing Manager and Tenant Liaison, Red Dragon Centre, Cardiff Bay:

“Since appointing Equinox in 2006, the whole team has continued to provide The Red Dragon Centre with invaluable support and expertise in delivering a proactive PR and marketing strategy. Their proactive and creative approach has heightened awareness of the Centre across a broad range of media channels, and has maximised awareness of The Red Dragon Centre amongst target audiences.”

2017-05-10T21:03:12+00:00 March 4th, 2014|Case Studies, Case Study Tourism & Leisure|