The 2006 advertising campaign identifies the giant Gibraltar licensed gambling group, 888, as The Home of Online Gambling. The campaign is due to go live in the British Isles this month and will initially be tested in outdoor and print media before being unveiled in other advertising environments.

The new look reflects the “personality of the brand” and is a departure from more traditional online gaming campaigns, said an 888 spokesman.

Ad agency Millward Brown, after extensive research, have designed the 888.com brand so that it stands clear of the older Casino On Net and Pacific Poker brands of the Cassava Enterprises group. 888.com has launched a 1 year partnership with UK men’s magazine title “Loaded” in order to draw attention to the change. The campaign will begin in the February issue with a co-branded Las Vegas advertorial and the launch of the exclusive “Loaded 888.com Casino and Poker Room.”

”Loaded” will carry a free DVD covermount carrying the 888.com software for readers to download and play.

Posted on: January 19, 2006

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