New Slogan For 888 Online Casino

888's advertising agency has been busy with a new campaign for 2006 that identifies the giant Gibraltar licensed gambling group as The Home of Online Gambling.

The campaign will go live in the British Isles this month and will initially be flighted in outdoor and print media before being rolled out across other advertising venues.

An 888 spokesperson said the new look reflects the "personality of the brand" and is a departure from more traditional online gaming campaigns.

Extensive research carried out by Millward Brown lies behind the creative, which is designed to have the 888 brand stand clear of the older Casino On Net and Pacific Poker brands of the Cassava Enterprises group.

Drawing attention to the change, 888.com has launched a 1 year partnership with UK men’s magazine title 'Loaded'. The campaign begins in the February 2006 issue with a co-branded Las Vegas advertorial and the launch of the exclusive "Loaded 888 Casino and Poker Room."

Loaded will carry a free DVD covermount carrying the 888 software for readers to download and play in February 2006.