888.com begins ad campaign

888 has announced that they will launching their own gambling ad campaign. The company has joined forces with CHI and Partners to begin their £6 million campaign launch. The campaign is designed to be a multi-format marketing campaign for the site. The campaign will feature television advertising which will produce a series of commercials. The United Kingdom has only recently approved television advertising as of September 1st of 2007.The first commercial is expected later this month.

The theme of 888.com's advertising will be the idea that life is a game. According to pokerlistings one aspect of the campaigns uses outdoor poster teasers like," We've put another poster down the road. Red or Black?" and taxi ads that say "Next taxi you see? Light on or off?"

This new campaign is being launched in the hopes that it will provide 888.com with more business and revenue. Since the UIGEA was passed and the company had to pull out of the United States, they have suffered losses. This campaign will hopefully boost their expansion into other markets.

"Our marketing refocus in the first half of 2007 was invaluable in our efforts to turn the company around, based on our focus of delivering state-of-the-art integrated marketing," said CEO Gigi Levy in the company's latest interim report. "We have activated more marketing campaigns outside the US than ever before, with a strategic focus on key local target markets."