Games to launch £2m 'Vegas' push, by Melinda
Varley - 26th March 2008
Virgin Games is launching a £2
million pub media and online campaign that will
aim to position Virgin Casino as the online 'home
of Las Vegas'.
campaign, created by Lean Mean Fighting Machine,
shows the icons of Vegas such as cabaret artists
and world famous casino architecture with the
strapline 'Virtually Vegas.' Media planning and
buying is being handled by Manning Gotlieb OMD.
at the beginning of April, the campaign will run
for six weeks and will feature in over 400 bars
in London and the South East, with video adverts
appearing on pub TV screens and poster advertising
on toilet doors.
posters will feature takeaway 'tear-off' strips,
which will promote exclusive sign up codes that
give consumers the opportunity to win an all expenses
paid trip to Las Vegas with Virgin Holidays, as
well as a free £10 sign-up bonus.
pub media activity coincides with targeted advertising
in The London Lite and Sport magazine, with a
series of full-page ads running in the first and
last two weeks of the campaign.
Burridge, CEO of Virgin Games, comments: "These
ads are fun and we hope people enjoy them. At
Virgin Games, we see ourselves as providing fun
and entertainment as well as the opportunity to
gamble. Vegas, itself, is also about so much more
than the casinos themselves and that's the side
to Virgin Casino that we're hoping to bring to
life in our new advertising campaign.
media is a new medium for us and is a fun place
to kick off our new campaign. As in the past,
we hope this campaign will entertain our audience
as well as raise brand awareness and attract traffic
to the Virgin Casino site."
'Virtually Vegas' campaign is the company's first
major above-the-line advertising since 2006. The
campaign will be followed by additional marketing
activity over the coming months.