Background
JBP was appointed to develop a consumer campaign to support the launch of the first UK casino opened as a joint partnership between RJ Brown and Las Vegas-based MGM Mirage.
Strategic approach
- Extensive research was undertaken to understand the current regulations on marketing gambling
- Due to the stringent regulations on promoting casinos in the UK, a meeting with the Gambling Board to agree a creative framework with which to work within their code
- An integrated marketing communications approach was taken to generate interest in the casino
- Agreed to segment audiences into three key roups: local trade, the region’s key movers and shakers and the general public.
Tactics
- JBP created a database of local businesses to invite to the launch events
- Three launch party events were organised for each of thr groups highlighted above to raise awareness of the opening and drive membership.
- JBP worked with the Gaming Board of Great Britain to establish a groundbreaking initiative that enabled The Triangle to gain large scale radio coverage which included on-air broadcasts and promotions with GWR’s Black Thunder Crew around Bristol.
- A display advertising campaign was carried out.
Results
- Over 100 people attended the trade launch
- Despite a freak snow-storm that bought Bristol to a stand-still, nearly 200 people attended the private launch
- Over 250 people attended the public launch
- The launch parties and launch promotions generated over 1,300 members (breaking the business target two months in advance)
- The first ever UK radio campaign to be sponsored by a casino.
- The first ever display advertising campaign by a casino in the UK.
- Radio campaign reached 304,510 listeners on average 34.8 times – providing 10,618,030 invitations to the casino
- The radio campaign was entered by GWR for the Sony National Radio Awards
- Significant coverage (see samples enclosed) was obtained across all media targets. Media relations coverage gained was equivalent to circa £100k.
