PGHL wasappointed to support the launch of ‘The Deck’, a new premium hospitalityconcept, private bar and dancefloor at Leeds first direct bank arena. Workingalongside commercial interiors specialist Design Tonic, the objective was togenerate strong media coverage, position the space as a first-of-its-kindoffering, and deliver a standout VIP launch event that would enhance thearena’s reputation for innovation and a premium guest experience.
Atargeted PR, influencer and events strategy was developed to position thelaunch as a high-profile cultural moment. The agency crafted a compellingannouncement and secured coverage across regional and lifestyle media, aligningthe story with a sold-out performance by Jason Derulo to maximise relevance.This was supported by the delivery of an exclusive VIP launch event during thelive show with curated guests and influencers and a focus on showcasing theversatility and atmosphere of the impressive new space.
“Working with PGHL has been a seamless and highly collaborative experience. Their understanding of our brand and audience, combined with creativity and a strategic approach delivered high-quality media coverage and a launch moment that truly cut through!”
Leeds first direct bank arena, head of premium sales, Lisa Turton
The campaignsuccessfully introduced ‘The Deck’ as a distinctive addition to the UK’slive entertainment scene, generating strong media coverage and industryinterest. The high-profile launch reinforced first direct bank arena’s positionas a leader in premium experiences, while enhancing the profile of Design Tonicas a hospitality design expert. The event created immediate demand for thespace, supporting ongoing bookings and long-term brand value. The project hasalso been nominated in The Stadium Business2026 awards, for best Best Sponsorship, Sales and Marketing campaign.
· 37 pieces of media coverage
· 98k estimated views
· 57k social media views
· 11.6m combined audience
· 14k TikTok plays