An Post Direct Marketing Winners Breakfast 2010
Bet you didn’t know?
Best Low Budget Campaign
David Shirley
Business Development
& Marketing Manager
The Fitzwilliam
Casino & Card Club
Welcome…
Letter
Casinos in Ireland
Private members clubs
Unregulated sector
Wide variety of businesses
who call themselves ‘Casinos’
Perception of Casinos in Ireland
From Seedy…
to Glitzy
Casino Regulation in Ireland
♠ Long overdue
♠ Managing Director David Hickson - Gaming &
Leisure Association of Ireland
♠ Department of Justice
♠ Benefits of Regulation –
♥ Consumer protection,
♥ Jobs, Taxation revenue,
♥ Capture share of online sector
♠ Announcement imminent on Casino regulation
The Fitzwilliam Casino & Card Club
♥ Lower Fitzwilliam Street, D2
♥ Operation since 2003
♥ Employ 110 people full time
♥ Open 24 Hours a Day
♥ Private Members Gaming Club
♥ Busiest Poker Room in Ireland
♥ Casino Gaming – including
♣ Roulette
♥ Blackjack
♥ Punto Banco
♦ Brag
Fitzwilliam Casino & Card Club
Code of Practice
 Best Practice
 Strictly over 18s, photo ID required
 No alcohol
 No slot machines
 Age appropriateLetter
advertising
 Promotion of responsible gambling
Marketing the Fitzwilliam – Place your bets!
 Small marketing budget < 5k
 Realities of the current unregulated market
 Perceptions of Casinos in Ireland
 Market penetration of Casinos in Ireland:
Casinos 1.5% gambling sector.
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EU average 15%
Marketing the Fitzwilliam… Spinning the Wheel
♣ Growth Potential in industry
♣ Growing membership – word of mouth / referrals
♣ Hotels – City Centre - walking distance
♣ Pubs – ‘Golden Mile’
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Objectives of Marketing Campaign
 Increase awareness of the Fitzwilliam Casino &
Card Club among general public
 Position the Club – option for evening out in Dublin
 Compliment pubs, clubs & hotels in vicinity
 Recruit new members
 Reward referrals by hotel & pub staff
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 Educate consumers – fun aspect of casino gaming
 Demystify perceptions about casinos
David O’Sullivan
Director
Ignition – integrated ideas people
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Target Audiences – ‘Conduit Clients’
Primary Mailing Target Audience of Influencers:
The Concierge & Front Desk Staff in 27 Dublin Hotels,
city centre
Owners & Bar Managers in 16 Pubs, from Stephen’s
Green and Lower & Upper Baggot Street along ‘The
Golden Mile’
Secondary TargetLetter
Audience:
Guests & Customers of these Hotels & Bars
Comms. Strategy
Select locations of primary hotels and pubs to within a mile
radius of the Fitzwilliam Club location for easy walking distance
of potential new members being referred.
Undertake tele-marketing to qualify names, addresses, as
well as the confirming the key titles of Pub Owners/Managers
and Concierge or Front Desk Staff in Hotels.
Develop 2 databases specifically for digitally personalisation &
printing different copy versions of letter to Pubs and Hotels.
Letter
Create €10 market specific
incentives for Hotel Concierge &
Front desk staff & Pub Managers using a tailored
communication to recommend the club as an exciting venue to
go on a night out in Dublin
Market Specific
Campaign Elements
Campaign to 16 Pubs
Personalised DM Letters
to Pub Owners/Managers
Set of 5 Dripmats x 200
Supply of €10 Bet Cards
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Campaign to 27 Hotels
Personalised DM Letters to
the Hotel Concierges with
premium, stylish personalised
€10 Bet Cheque Book
Letter to Pub
Owners /Managers
Highly personalised
digitally printed, 6 panel
DL, self-contained
tabbed mailer
Featured graphics of
incentive for Pubs
Invitation for staff to
experience the
Fitzwilliam first hand
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€10 Free Bet Card for Pub staff to give to customers…
Pub staff received €10 for every new Fitzwilliam member
that signs up on their recommendation using the Bet Card
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...And there’s one for everyone in the audience!
‘Bet you didn’t know?’
Set of 5 x 250 Branded ‘Chip’ Drip mats for each Pub
The Role of Dripmats – Bet you didn’t know?
Designed to look like casino chips and carried the Fitzwilliam
logo, telephone, address and website on front.
The backs were a set of 5 anecdotal, historical stories about the
origins of gaming and cards to Engage, Educate and Promote the
image of the casino as an exciting, fun venue for a night out with
friend
The drip mats would visually engage pub customers in
conversation when they saw the different colours were prompted
them to turn them over and read the different stories.
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This helped to increase awareness of the Fitzwilliam Casino &
Card Club and it’s location, while also promoting interest from
‘non-gamblers’ through ‘Bet you didn’t know?’ pub conversations
The Role of Copy & Data
With such a small amount of key people (Conduit Clients) to influence, data was
used to personalise the copy and so fully engage the recipient and keep their
attention throughout the letter, in order to highlight the benefits of the club and
incentive. Use of name, title, local name of pub or hotel and street name to
show their location in proximity to the Fitzwilliam.
Personalised question, allows the Fitzwilliam to provide ‘attribute’ answers
Denis, where is having fun never a gamble for your guests?
Both letters opened with ‘Welcome to the Fitzwilliam Casino & Card Club’,
followed by copy that was genuine and conversational in tone to make the
incentive clear and highlight the friendly reception awaiting their hotel guests or
pub customers
Dear Denis,
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As Head Concierge of the Shelbourne... As you’re situated on Stephen’s Green,
we’re just a short walk away on Fitzwilliam Street
The Origin of Card Suites…
Who was the Earl of Sandwich?
What does the word Roulette mean?
What was 007’s favourite Casino Game?
What was Blackjack first known as?
Letter to Hotel Front
Desk Staff/ Concierge
Highly personalised
digitally printed, 6 panel DL,
letter with Bet Cheque Book
personalised from each Hotel
Featured graphics of Bet
Cheque Book incentive for
Hotels
Invitation to Concierge
of the Hotels to enjoy
the experience the
Fitzwilliam first hand
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€10 Bet Cheque Book
Personalised to
each Hotel
€10 Bet Cheques
were signed by the
Concierge which allowed
for effective tracking of
incentive
to see where the new
members were coming
from
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