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888 jackpot is spinning out of control

29 October 2009

GIBRALTAR -- (PRESS RELEASE) -- One of the world's leading on-line casino operators will use TV as the backbone of a media campaign to communicate the launch of the largest ever 'slots' jackpot. online casino has mounted a campaign to highlight the GBP8.88M jackpot that is available when you play its new Pirates' Millions game - offering users three completely free spins at the ground breaking prize.

Adverts launched this week (October 21st) will show Trigger Happy TV star Dom Joly pull on a snorkel and mask to avoid drowning in money as he lands the prize whilst playing on his laptop.

The ads will initially air on ITV2, ITV3, ITV4 and Channel 5 - with further rollout discussions expected after the initial schedule.

The above the line investment for Pirates' Millions follows the success of the company's previous 888ladies campaigns - one of which featured Vic Reeves, driving high levels of sign up from new players and seeing brand awareness increase significantly.

The opening burst of Pirates' Millions media will also see use outdoor and an extensive online campaign on all UK's main portals to push the Pirates' Millions message, and Itai Pazner, Senior Vice President COO, believes the message will engage anyone who enjoys a flutter.

He said: "This is the biggest ever online slots jackpot and everyone who visits the site will be allowed three free spins the first time they play the game, without having to deposit any money or enter card details!

"This will offer the unique opportunity for someone to become a millionaire without paying a penny, and we believe it will really appeal to everyone from on-line casino regulars to those who play the lottery or buy the odd scratchcard.

"The 3 free spins sign up offer is not limited in terms of the number of people it is open to, and this campaign is designed to show people the game, get them to have a go and raise awareness of the staggering jackpot that is available.

"We have started to gain a reputation for producing some fun and memorable adverts for our 888ladies campaigns - like the recent bingo superstars which put real woman in celebrity lifestyles, and we want to build on that.

"Our creative with Vic Reeves showed that TV is a great way to reach our target audience and we believe that Dom Joly's fun-loving image is ideal for communicating the messages of Pirates' Millions."

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