With the relaxation of advertising rules in the offing, Stanley Casinos has announced the appointment of Euro RSCG Biss Lancaster to promote the friendly face of its casinos as fun entertainment venues. UK casinos may have seen an upsurge in visitors since the abolition of the 24-hour rule, but all will be keen to build on that trend by increasing public awareness. At present only a small percentage of UK adults are casino clients.

Biss Lancaster was launched in 1978 and has a long client list that ranges from the Army to Weetabix. The company claims an unshakeable belief in the power of the media, a view endorsed by Stanley Casinos. Stanley considers that the passing of the Gambling Act has made the time right for being more proactive in engaging its customers via the media. Biss Lancaster has previously worked on a media and public affairs campaign for Stanleybet International but it will be the first time that Stanley Leisure has used a PR agency for its casinos.

The publicity campaign will involve poker, as the game’s recent popularity should help to make the casino concept more user-friendly. The campaign will also aim to build awareness of the Stanley brand and the company’s adherence to responsible gambling policies. As Biss Lancaster says, “… the future lies in a sophisticated form of client/consumer/media collusion where everyone wins.” (E-11.18.05)

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