Ambitious TV Campaign by Virgin Games

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November 3rd, 2010

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Operator launches space theme campaign worth GBP500,000

Recently, online casino operator Virgin Games has been announcing that its cross-platform facilities will be enlarged by a number of games from various providers. To reinforce the promotional activities, the company is introducing a major TV campaign.

The campaign has a budget of GBP500,000, it involves companies such as ABF Pictures and MGOMD, acting as producers and media planners and buyers, and its theme is quite obviously related to the space travel aspirations of the parent Virgin Group.

The goal of this 20-second commercial is to present Virgin Casino as the ultimate home of online slots and advertise a variety of games currently on offering, which is being enlarged weekly.

It was stated by Oliver Wilson, Casino Acquisition Manager: "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 campaign will first run for two weeks, with the advert premiered on 1st November. It will serve to test the two covered regions in the UK with Direct Response TV, before it’s heavily exposed nation-wide in the future. In those two weeks, the advert will be showed mostly on ITV and Channel 4.

The direct response activity following the TV campaign includes PPC and Display Media, as well as affiliate marketing throughout Virgin Games' in-house affiliate system.