Space Theme in GBP500,000 campaign
Online casino operator, Virgin Games has been pushing up its profile in recent months with press releases on the introduction of games from a variety of providers on its cross platform facilities.
The company is now further increasing its momentum with the introduction of a major television campaign.
Produced by ABF Pictures with MGOMD acting as media planners and buyers, the campaign has a budget of GBP500,000 and features an out of this world space theme which players will immediately associate with the space travel initiatives of the parent Virgin Group.
The 20 second advert aims to cement Virgin Casino's position as the home of online slots by promoting the wide range of games that the Company now offers, and the fact that it launches at least one new game every week.
Oliver Wilson, Casino Acquisition Manager, commented: "We had such a fantastic response from our first Virgin Bingo ad launched last year that we decided that this was the right way to go for Virgin Casino. Bingo received a 100 per cent increase in player registrations on the back of the first adverts aired late last year and this evidence suggests it makes absolute sense for TV to play a significant part in the marketing mix for the casino product".
The advert premiered on 1st November and will run for two weeks. It is a test campaign covering two UK regions that will test Direct Response TV prior to a national heavyweight rollout in the future. The two week campaign will run mainly on ITV and Channel 4.
The TV advertising will be supported by a range of direct response activity including PPC and Display Media. Affiliate marketing will also play a significant role in the campaign and will run through Virgin Games' in-house affiliate system.