A world of opportunity

Genting Casinos tasked us with developing an integrated World Cup 2018 marketing campaign. They wanted it to work across all their channels, online and in-casino. We needed to bring the excitement to life, maximise revenues from the event and drive online traffic and casino footfall.

A championship winning marketing campaign

The FIFA World Cup is the biggest sporting event in the world for the leisure industry. This includes our client, Genting Casinos. After a competitive pitch, Genting chose our strategy and creative for the campaign. This was based on the standout it would give Genting Casinos against tough competition.

The striking creative

Our winning marketing campaign incorporated football iconography and blended it with a Russian creative feel. It also included a range of engaging headlines to demonstrate that Genting Casinos were the perfect partner for anyone wanting more out of the tournament. These were tailored by audience, whether they were betting or looking for a special venue to watch the games.

Now we just needed to finish well. We created a full communications plan and looked at the best way to reach our audiences, as a result we designed an extensive list of assets across all different types of medium.


Preparing for the final match

Over the period of the campaign we produced over 50 assets that ran over multiple channels. This included online, in-casino POS and signage, press and social media.

We even applied the campaign to the Genting Casinos’ Food and Beverage offering with a £25,000 prize draw idea communicated in casino through everything from POS to T-Shirts.

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