Brief
To drive customer acquisitions for Genting Casino at one of their key betting moments - The Grand National - whilst keeping them front of mind with bettors in the big race lead up.
Strategy
We created a multi-channel, best-in-class Digital PR campaign which combined a killer story with must-watch video content and an appealing consumer competition.
Activation
10 years after jockey, Leighton Aspell, won the Grand National riding Pineau Du Re, we reunited horse with rider once more, creating a nostalgic and highly relevant piece of video content that publishers would have to use, and which could also sit across Genting’s own channels. We seeded it alongside interviews and canned quotes from Leighton and trainer, Dr Richard Newland, reminiscing on the triumph a decade later.
As part of the campaign, we also offered anyone making a deposit via Genting the opportunity to win an incredible hospitality experience at The Grand National.
Results
The campaign was incredibly successful, combining a fantastic media splash with heavy-hitting backlinks, a well viewed video and our goal of delivering new depositing customers achieved.
