Casino Agency Makes Debut With Intercasino Task

Marketing services agency HPS Group has launched Casino Agency to specifically focus on the online betting and casino industry.

The agency's first work will be on the launch of the Intercasino Sterling website, and a multi-disciplined campaign will involve direct mail, inserts and advertising, as well as perimeter advertising at selected TV football matches.

Direct work includes a CD mailing campaign to registered UK players, as well as CD inserts in Esquire, FHM, GQ, Loaded, The Racing Post and The Guardian.

The campaign, aimed at 25- to 35-year-old, affluent City-dwelling males, is also supported by promotional activity on Capital Radio at drivetime.

Raphael Arnold, who has worked in the online gaming sector since the mid-90s, has been recruited to head up Casino Agency, which will focus on the online and land-based casino and sports betting industry.

Commenting on the Intercasino launch, Arnold said: "Intercasino.co.uk is one of the longest established brands in the sector, with an unrivalled pay-out record. Central to the campaign is Jane Bentley, a virtual casino manager, who creates a distinctive brand personality in a marketplace of 'me too' products."

HPS, based in High Wycombe, is a regional marketing services agency and carries out DM, sales promotion, packaging and advertising for clients including Mazda Motors, Discovery Foods, Esporta Health Clubs, Zurich and Weight Watchers.