Online casino pioneer InterCasino has unveiled its latest global ad campaign, Play-time for Grown-ups, developed with UK-based creative partner TheAgency.
TV advertising, TV sponsorship and online display advertising will launch across Europe this month, which TheAgency says “demonstrates that InterCasino means serious entertainment”.
The new campaign will spearhead the repositioning and rebranding of InterCasino as a brand aimed at the more discerning and sophisticated casino player, hence the addition of the “Seriously Entertaining” tagline under InterCasino branding on the website last month, and has been designed to attract new customers as well as retain and reactivate existing ones.
InterCasino’s head of acquisition Nicky Getley said TheAgency’s expertise had been helpful in “[g]etting a little blue sky between us and our competitors” in a crowded and challenging marketplace.
Saman Mansourpour, partner at TheAgency, said working with InterCasino had presented a rare opportunity ‘”to reach out across so many markets through so many media channels.”
Memborable past campaigns for InterCasino include the infamous dwarf TV commercials from 2007 and 2008. The ads generated welcome extra publicity for the brand when UK advertising regulator the Advertising Standards Agency imposed a ban and was then forced to overturn its decision when InterCasino threatened to go to the High Court under the Disability Discrimination Act.
InterCasino’s last major TV campaign of 2010, following the company’s previous rebranding, offered players a chance to win a trip to space.
The online casino and poker business, which launched back in 1996, is now owned by Canadian software business Amaya, after it acquired InterCasino’s parent company CryptoLogic earlier this year. InterCasino’s Maltese licences officially passed to Crypto back in January.
Article written by Stephen Carter