Launch Campaign for OMNIA Las Vegas

Client: Hakkasan Group
Project: Launch of OMNIA Nightclub at Caesars Palace
Role: Lead Digital Strategist / Media Partner (via Your EDM)
Timeline: Q1 2015
Focus Areas: Experiential Brand Launch, Paid Social, SEO, Influencer Amplification

The Challenge

To launch a $107M nightclub in the most saturated nightlife market in the world—Las Vegas—Hakkasan needed to:

• Capture global awareness and excitement at launch.

• Drive immediate RSVPs and ticket sell-outs for opening weekend.

• Establish OMNIA as the most innovative, must-see nightlife destination on the Strip.

Strategic Vision

Craft a high-impact, multi-platform digital campaign that blends music celebrity influence, hyper-targeted content, and SEO dominance to build explosive momentum around OMNIA’s debut.

Initiatives & Execution

1. Influencer Amplification at Scale

• Partnered with Your EDM to launch the campaign, leveraging one of the most influential voices in electronic music.

• Calvin Harris headlined the launch weekend, generating organic social buzz with over 991K+ people reached on a single Facebook post.

2. Hyper-Targeted Creative Strategy

• Deployed tailored content and copy across all digital channels: editorial, Facebook, display, and retargeting.

• Optimized every piece of content for platform-native behaviors (e.g., headline A/B testing on Facebook; teaser language for high CTR).

3. Real-Time Social Optimization

• Capitalized on post-launch virality: generated 25,000+ engagements and 37,000+ post clicks on Facebook alone.

• Reached critical mass within hours—leading to coverage from Yahoo News, Las Vegas Sun, and EDM press outlets.

4. SEO Domination

• Leveraged high-authority music blogs to push OMNIA to the top of Google search results, ensuring discovery even post-campaign.

• Created long-tail content that continued to drive organic traffic long after launch.

5. Data-Driven Event Strategy

• Used engagement data to help the OMNIA team refine upcoming artist lineups and programming themes based on real-time audience feedback and interest.

Results & Impact

• 200,000+ ticket link clicks and 4M+ impressions within the launch window.

• All OMNIA events sold out for 2+ months—within the first week of campaign kickoff.

• Campaign strategy replicated across 3 additional Hakkasan properties with comparable success (JEWEL, Wet Republic, Hakkasan LV).

• Your EDM became highest ROI partner for Hakkasan’s nightlife portfolio for all of 2015.

• Set the tone for OMNIA’s long-term brand positioning as the “future of nightlife.”

Key Learnings

• “Velocity beats virality”: Timing and concentrated attention were more effective than a drawn-out campaign.

• Native content + platform-specific storytelling = outsized engagement.

• ROI in nightlife isn’t just measured in awareness—it’s butts in booths and a sold-out guest list.