With such a small proportion of people in Britain actual casino patrons, around 3% at the last count, Gala Casino marketing department has come up with a novel way to introduce them to the pleasures of casino entertainment. The Casino Magic Bus is taking to the roads in a tour of 19 cities with three nights at each stop. The tour, organised by the agency Ruby, will give over-18s the chance to experience roulette and blackjack games for free.

Gala Casinos already runs Casino Magic zones at 18 of its casinos, describing them as an all-new, fun way to learn how to play the world’s most popular casino games. The Red Brick Road Agency, which had been handling advertising for Gala Bingo since December 2006, was appointed in October 2007 to cover Gala Casinos and Coral Retail, Telebetting and Online. The Red Brick Road launched Ruby as a sister agency to offer clients direct marketing, digital, tracking and audience segmentation.

First stop for the Casino Magic Bus was Cardiff, where it arrived yesterday. Next Thursday it will be in Bristol. New members will receive a voucher for a £10 bet and free drink chip for the local Gala casino. There is also a competition to win a champagne tour round town for four in the Casino Magic Bus. The entire advertising campaign is designed to show that Gala Casinos are far from being intimidating places and, on the contrary, offer a warm welcome and fun night out. (E-10.17.08)

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