British Casino Plans Ad Campaign

by Margaret Oliveira, News Staff Writer

October 1, 2007

Capitalizing on the newly liberal attitude of Britain towards online casinos and online gambling advertisement in general, Grosvenor Casinos is planning a lavish and expensive ad blitz to promote their land and online casino operations. The campaign, which will cost Grosvenor over GBP one-point-five million, plans to “embrace [the] diversity of UK media” – or, in other words, launch a multi-faceted attack on the minds of the British populace, covering radio, cinema, press, and direct marketing strategies. The campaign is designed to create a more positive perception of casino gaming, and especially online casinos.

Grosvenor, a subsidiary of the powerful Rank group, has devised such promotional taglines as “You’ll never know until you try,” and “There’s a first time for everything.” The ads prominently feature the group’s newest land casinos in Manchester, Luton, and Blackpool, as well as its online casino operations. The spots revolve around lifestyle images of people enjoying gambling, dining, and cocktails at the casino locations, as well as having fun playing at online casinos. The recently legalized advertisement of internet casinos and online gambling outlets has led to a blitz of such campaigns across the nation, but Grosvenor insists that their spots will bear a different message.

Perhaps mindful of the shock waves following a recent report that an overwhelming number of Brits are unhealthily dependent on online casinos and online gambling, Grosvenor is pushing a “helping you stay in control” message aimed at moderation. The study showed that many, many Brits like to gamble at internet casinos, and doubtlessly, Grosvenor wants to rank high on the public’s list of desirable online casinos. It’s prudent, however, to anticipate the critical response that the subject tends to evoke, and the inevitable dialogue about gambling addiction and its consequences.
 

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