888.com, one of the biggest online casino in the world, is starting a major advertising campaign in the UK, including television advertising, which has only recently been approved in the country.
888 Holdings' first multi-format, multi-million advertising campaign was put in the hands of CHI & Partners. The £6 million television advertising campaign should be airing by the end of the month. The company is the operator of both 888.com and Pacific Poker.
The campaign will take a general approach to gambling and will have a theme that relates to the idea that life can be one big gambling game. Posters include teasers like "Next taxi you see, light on or off?" and "we've put another poster down the road. Red or Black?"
888.com's CEO Gigi Levy said, "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."
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