According to an 888.com spokesman, the new look branding that will be launched in February this year by the casino operator is a clear departure from the advertising campaigns used in the past. The new advertising which describes 888.com as “the home of online gambling” reflects the “personality of the brand” and is designed to leave the campaigns of other gambling firms trailing in its wake.

The new campaign by the Gibraltar-based poker giant will be aired in the United Kingdom this month under a one-year promotional partnership with Loaded magazine. In the February issue, a free DVD of 888.com gaming software will be provided on the cover of Loaded. The branding of “Loaded 888.com Casino and Poker Room” along with an advertorial focusing on Las Vegas gaming is expected to kick off the new campaign in style. 888.com’s new look will also feature heavily in outdoor and print media before alternative advertising mediums are used.

The 2006 campaign’s aim is to help casino fans easily distinguish between the 888.com brand and the more traditional casinos run by the Cassava Enteprises group such as Pacific Poker and Casino On Net. The campaign’s design is based on market research conducted by Millward Brown.

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