|Leading British bookmaker William Hill has launched a seven-figure advertising campaign designed to poach a large portion of the gaming community from traditional casinos and bingo halls.|
This month has seen the start of a smoking ban in land-based casinos, pubs and bingo halls in England and Wales and William Hill’s Ditch The Dabber campaign will mix a series of adverts in tabloid press titles such as The Sun, Star, Mirror, News Of The World and Daily Record. The first promotion gives customers the opportunity to claim up to £20 in free offers when they wager the same amount at William Hill Bingo.
The campaign is to be managed by London-based agency Initiative and its adverts play heavily on the use of the iconic no-smoking sign. These adverts will be seen on more than 2,000 48-sheet posters positioned around the country along with a further 200 Ad-vans sited near conventional bingo halls.
'The smoking ban will hit some types of traditional gambling harder than others,” said David Hood, Spokesman for William Hill.
“Casinos and bingo halls especially will take a hit as you have to physically be in the premises to play and many smokers will be attracted to the sit-at-home option that playing with William Hill Casino and William Hill Bingo now offers them.”
The second part of the campaign has seen William Hill rebrand its online casino offering as Super Casino, coupling this with the release of a number of new products including licensed brand games from Marvel Comics such as the Ghost Rider Slot game at William Hill Casino.
“Punters quickly adapted to the ban in the Scotland and Ireland and the evidence indicates that the disruption will be minimal in comparison to other leisure industries.'