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UK – Grosvenor looks to ‘Lead The Pack’ with new ad campaign

By - 28 November 2017

In addition to two extensive refurbishments in London this Winter, Grosvenor Casinos is proud to announce its continued commitment to exciting and entertaining its customers, with a national Christmas and New Year campaign entitled, Lead The Pack.

As part of its national Christmas and New Year’s campaign, Grosvenor Casinos has launched an innovative virtual reality experience for consumers that kicked off at Exchange Square’s Nordic-inspired forest in London. The activity not only brings to life the full Grosvenor Casinos experience, but also showcases its venues as the perfect leisure destination to come in from the cold and have a great night out this Winter.

As part of the VR experience, Grosvenor Casinos has created a sensory pod whereby consumers can view the stunning Northern Lights and engage with the cast of animal characters from its seasonal campaign. Popping up for two days in London, the experience then moves to Manchester’s Piccadilly Gardens for Thursday, 30 November and Friday, 1 December.

As part of the journey, Grosvenor Casinos’ brand ambassadors invite consumers to come into the completely darkened space where they are instructed to put on the VR goggles and headphones. They are then transported to a winter scene with heavy snow falling. In a 4-D sensory experience, cold wind and the smell of the alpine immerse the consumers, making them feel they are really in the north. Then, the Northern Lights come alive in the sky above them.

Consumers realise they are not alone, when Grosvenor Casinos’ campaign characters come out from the woods and approach them. For this year’s campaign, the pack of animals includes Ragna, the reindeer; Paolo, the polar bear; Hao, the husky; Frankie the artic fox; and Lily the snow tiger. The animals then bring viewers in from the cold and into a Grosvenor Casino for a great night out.

As the VR ends, guests remove their goggles to see that the animals are now in front of them in person, and the pod has been transformed into a Grosvenor Casino. The Grosvenor Casinos ‘Lead The Pack’ animals engage with the guests based on their specific characters, for example Ragna, the reindeer, is all about Roulette and invites the public to join in for a spin on the Roulette wheel.

All those who experience the activation and post on their social media channels using the hashtag #leadthepack are in with a chance of winning a Grosvenor Casinos’ Christmas experience package. Prizes include a learn to play session, dinner and a bottle of wine.

“Following on from our successful ‘Call Of The Wild’ stunt at London’s Waterloo train station last December, we are excited to take our brand amplification to the next level in terms of an innovative and exciting customer journey,“ says Amy Culora, Head of London and Investments Marketing for Grosvenor Casinos. “We are looking forward to surprising and delighting consumers with #leadthepack and showing them what Grosvenor Casinos is all about.”

Kicking off the London stunt, reality TV star, Jamie Laing from Made in Chelsea, surprised guests when he revealed he is under Ragna, the reindeer’s costume head.

Grosvenor Casinos is supporting the activation with a social media teaser campaign, as well as a full media relations outreach.

Picture caption: Amy Culora, Grosvenor Casinos Head of London and Investments Marketing and reality star Jamie Laing with Grosvenor Casinos’ Lead The Pack

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