Grosvenor Casinos unveils multi-million pound marketing campaign

Rank Group-owned Grosvenor Casinos has ramped up its UK marketing capabilities for its digital business this week following the launch of a new multi-million pound cross-channel campaign.

The casino operator unveiled its new Pure Casino campaign on Monday (1 June) across TV, digital, print and in-club touch screens just months after Rank Group CEO Henry Birch pledged to move away from previous “meek and weak” campaigns.

Pure Casino is the operator’s first-ever integrated campaign and was developed in partnership with London-based creative agency St Luke’s, which also works with Mecca Bingo after it was awarded the £4m advertising account in March.

The new 30-second Grosvenor Casinos TV advert features high-speed cinematography and will be supported with new PR and digital activations.

“Grosvenor has a clear focus on casino gaming which delivers pure, unadulterated excitement to customers,” Tina Martin, head of brand and marketing communications for Grosvenor Casinos, said.

“This campaign brings that unique excitement to life in a stylish and ownable way,” she added.

Last month Rank Group’s digital business posted a double-digit revenue rise for the 20 weeks ended 17 May, with mobile, live casino and improvements in marketing driving strong growth across both its Grosvenor Casino and Mecca brands.

The operator revealed revenues from its online Grosvenor Casino arm had increased 55% year-on-year following growth in its live casino product and an increased number of active users.