Ruby creates mobile casino campaign

by Jacquie Bowser, Brand Republic 16-Oct-08, 12:15

LONDON - Gala Casinos is taking a "casino on wheels" to UK cities over the next six months as part of a nationwide experiential tour created by Ruby, the direct and digital sister agency to Red Brick Road.

The Casino Magic Bus tour, which is one of Ruby's first campaigns since launching in February, will take in 19 stops around the UK, pulling up for three nights in each town. The first stop will be in Cardiff tonight until Saturday.

It has been designed to give over-18s a free taste of roulette and blackjack and to get rid of any misconceptions and doubts that people may have about casinos.

A campaign microsite has been set up to allow people to find out where the bus is, book their slot, and invite their friends along.

Users can enter a competition to win the Casino Magic Bus for a private night out with their friends.

Andy Goram, marketing director for Gala Casinos, said: "Our research has shown that most people are really keen to experience different types of nights out but are afraid to try casinos for fear of looking silly or feeling unwelcome.

"People often expect casinos to be a bit intimidating, when actually the complete opposite is true for Gala Casinos."

The tour is being supported by localised radio, press, outdoor and online advertising, also created by Ruby.

David Miller, Ruby managing partner, said: "This is a brilliant opportunity for us to create a truly integrated campaign that is built upon sound consumer insight and supported by a solid business case to grow Gala's Casino business."

Ruby is managed by four partners -- Matt Davis and Richard Megson (ex-CHI&Partners), Ben Mitchell (ex-Glue) and David Miller (ex-Proximity).