Brief
Grosvenor Casinos asked Publicasity to drive excitement and awareness of the Grosvenor brand and its multi-channel products (Casino, Online and Mobile) during the summer, when it has its biggest drop in visits.
Campaign
We needed to make Grosvenor Casinos more relevant and accessible to consumers, specifically sports enthusiasts, leisure seekers and leisure gamblers during summer, resulting in higher consideration for the brand. It was essential that the campaign brought to life Grosvenor’s offering in a fun and engaging way that would create media buzz and content creation.
The idea In an integrated media relations, experiential & social media
campaign, we created Grosvenor Casinos’ World’s Smallest Travelling Casino, a one-of-a-kind travelling casino in the form of a fully-working London cab. With a croupier, Blackjack table, drinks bar and sports screen, the taxi went on a three-week journey picking up passengers in the country’s biggest cities.
To launch the activation, we recruited ex-England cricketer Phil Tufnell on 1 June to drive around London with members of the public.
We used content from this day to engage with consumers on social media and encourage them to request rides using the hashtag #PlayYourWay over the three weeks.
From London 2nd Birmingham to Manchester, Leeds and Glasgow, consumers were picked up and while on their journey a Grosvenor dealer gave quick and free lessons in Blackjack and online gaming. The passengers also enjoyed a TV screen showing sports events and a drinks bar stocked with J2O and Heineken. To encourage them into casino and online, passengers were given a bounceback card for an in-casino and online incentive which they could use at a later date.
Results
Our agreed KPIs were 30 pieces of coverage with a 60% national focus; 170 taxi journeys with 340 consumers
Our achieved outcomes were:
50 pieces of coverage achieved;
80% national focus
208 journeys completed and 514 consumers experienced
Grosvenor Casinos’ offering
610K #PlayYourWay reach
14% engagement on Facebook
1K+ bounceback cards given out