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Virgin Games to launch £2m 'Vegas' push, by Melinda Varley - 26th March 2008
(Credit: Mad.co.uk)

Virgin Games is launching a £2 million pub media and online campaign that will aim to position Virgin Casino as the online 'home of Las Vegas'.

The campaign, created by Lean Mean Fighting Machine, shows the icons of Vegas such as cabaret artists and world famous casino architecture with the strapline 'Virtually Vegas.' Media planning and buying is being handled by Manning Gotlieb OMD.

Breaking at the beginning of April, the campaign will run for six weeks and will feature in over 400 bars in London and the South East, with video adverts appearing on pub TV screens and poster advertising on toilet doors.

All posters will feature takeaway 'tear-off' strips, which will promote exclusive sign up codes that give consumers the opportunity to win an all expenses paid trip to Las Vegas with Virgin Holidays, as well as a free £10 sign-up bonus.

The pub media activity coincides with targeted advertising in The London Lite and Sport magazine, with a series of full-page ads running in the first and last two weeks of the campaign.

Simon Burridge, CEO of Virgin Games, comments: "These ads are fun and we hope people enjoy them. At Virgin Games, we see ourselves as providing fun and entertainment as well as the opportunity to gamble. Vegas, itself, is also about so much more than the casinos themselves and that's the side to Virgin Casino that we're hoping to bring to life in our new advertising campaign.

"Pub media is a new medium for us and is a fun place to kick off our new campaign. As in the past, we hope this campaign will entertain our audience as well as raise brand awareness and attract traffic to the Virgin Casino site."

The 'Virtually Vegas' campaign is the company's first major above-the-line advertising since 2006. The campaign will be followed by additional marketing activity over the coming months.

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