888.com announced they launch a new $12 million multi-format branding campaign later this month. The Gibraltar-based casino and sportsbook...
Ladbrokes may have been the first to take advantage of the new, relaxed advertising regulations for online casino operators in the U.K.
But industry rival 888.com - the Gibraltar-based casino and sportsbook operator and owner of Pacific Poker - is not about to let them grab all of the media attention.
888.com has now announced they"ve hired well known London advertising agency CHI and Partners to launch a new $12 million multi-format branding campaign later this month.
Included in the campaign, online source MarketingWeek.co.uk revealed, will be TV, poster and taxi advertisements centered around the concept of life being one big game.
Some examples: Poster ads that read "We"ve put another poster down the road. Red or Black?" and taxi ads that say "Next taxi you see? Light on or off?"
The first commercial also apparently features a giant piece of toast falling from the sky with jam on one side and chocolate spread on the other.
Viewers can then go online and guess which side it lands on can. If they"re right, they"ll get a special bonus to play the real online casino games.
Said 888.com CEO Gigi Levy in the company"s latest interim report:
"The first half of 2007 was invaluable in our efforts to turn the company around, based on our focus of delivering state-of-the-art integrated marketing. We have activated more marketing campaigns outside the US than ever before, with a strategic focus on key local target markets."
"The success of these sponsorship activities," added Levy, "is demonstrated in a recent survey showing 888.com with the highest level of brand awareness of any gaming and betting Web sites in the UK, which continues to be the industry's most important market."
The efforts seem to be paying off. In its recent third-quarter results, 888 Holdings, Plc. reported a growth of nearly 300% in earnings and a $19 million pretax profit for the first half.
Among ad agency CH"s other prestigious clients are many of Britain"s best-known brands, including British Gas, Lexus, The Royal Bank of Scotland, Toyota GB and Toyota Europe.
