Case Study / Randy's Donuts, Las Vegas
Winning the Battle for Buzz in a Crowded Market
Launching a legendary LA brand into a 24/7 tourist economy.
The Challenge
Standing out in a city built on spectacle.
Randy's was entering the ultra-competitive Las Vegas culinary scene, where standing out is notoriously difficult. A legendary Los Angeles brand had to earn relevance in a saturated 24/7 tourist and local market, with excitement built before opening and sustained through every operational milestone that followed.
Our Approach
The Framework
- 01
Five-Phase Campaign
A staged PR arc built to create repeat news waves rather than a single opening-day spike.
- 02
Own the Announcement
Secured citywide coverage from major Las Vegas outlets from first announcement through opening.
- 03
Go Multi-Format
Delivered exposure across broadcast, digital, print and social so the story reached every audience.
- 04
Engineer the Moments
Built headline-worthy beats: the giant donut tour, sellouts, hour changes and the 24/7 return.
- 05
Activate the Taste-Makers
Donut drops to casinos, concierge desks, VIP hosts, promoters, DJs and influencers.
“We drove Randy's iconic giant donut around Las Vegas. News crews literally followed, pulled over our team, and conducted on-the-spot interviews.”
A Day-One Las Vegas Hot Spot
Turning decades of brand equity into opening-day demand.
Progress to Date
- 01
Distinct tentpole news narratives, each achieving citywide media saturation.
- 02
Multiple rounds of earned media coverage across TV, digital, print and social.
- 03
Cross-collaborations with celebrity DJ headliners including Zedd, Deadmau5 and Steve Aoki.
- 04
Sold out on opening day for the first time in 70 years, a viral moment that became its own story.
- 05
Supported a return to 24/7 operations after unprecedented demand.
- 06
Foot traffic increases that exceeded projections and built long-term local loyalty.
Six Waves of Earned Media
Every milestone was engineered as its own news cycle, generating separate, strategically timed rounds of coverage instead of a single opening-day spike. Each wave earned significantly more placements than shown here. The links below are representative samples of the coverage secured in that cycle.
Wave 01
The Announcement
Sample Coverage
Wave 02
The Date Is Set
Sample Coverage
Wave 03
Opening Day
Sample Coverage
Wave 04
First Franchise Sellout in 70 Years
Sample Coverage
Wave 05
Hours Change
Sample Coverage
Wave 06
The Return to 24/7
Sample Coverage
