JBP launched The Triangle Casino, the first UK casino for leisure and entertainment provider RJ Bown, which is part owned by Las Vegas-based MGM Mirage.
Due to stringent regulations on promoting casinos in the UK, this was a real marketing communications challenge. To celebrate the opening, we organised three separate launch party events for local traders, key influencers and high-profile business leaders and the general public.
With radio advertising and competitions not allowed in the UK, JBP gained approval for the casino to sponsor a groundbreaking GWR competition to win £10,000 and a holiday to Las Vegas. It involved a three-week campaign leading up to the opening of the casino, which included on air coverage and promotions with GWR’s Black Thunder Crew on the streets. The competition involved members of the public phoning in to try and break a bank vault code, with the fastest winner of each week going through to a grand final.
JBP also undertook a three-month media relations campaign, targeting the news, business and entertainment pages of the regional press, regional entertainment magazines and websites and regional TV and radio.
The launch parties and launch promotions generated over 1,300 members exceeding client expectations (breaking the business target two months in advance).
Alias Hotels Ben Sayers Bristol Rugby Club easyCinema Ents 24 Premier Training International Prom on the Close MacDonald Bath Spa Hotel