Tactical Radio Advertising


Admiral Slots Casinos is a fast growing national chain of gaming centres, with over 230 high street venues nationwide.


When the UK gambling laws governing ‘Fixed Odds Betting Terminals’ changed radically in April 2019, Admiral seized the opportunity to market their venues to a large male audience who may have had a flutter on slot machines in their local bookies. We were briefed with their media buyer – SD Advertising, to tell the story about the range of popular games available as well as the great environment awaiting in an Admiral Slots Casino


We honed right in on the target audience. First, creating a series of distinctive ‘Persona Profiles’ for the ideal new Admiral Slots customers. We then formulated the perfect campaign to communicate directly to them. Licencing and re-recording The Riverboat Song by Ocean Colour Scene. A track that is instantly recognisable to the desired demographic, and utilising the talents of a down to earth male voiceover to communicate the key message… “When It’s Play Time – It’s Admiral Time”. The 12 month campaign is currently airing nationally on Talksport and regionally on the Capital Radio Network.

“Get Carter Productions have come up with a campaign that connects perfectly with our target audience. The Riverboat Song is the ideal vehicle to give us real audio cut-through, and we’ve already adopted the “Play Time” strapline across our other media too.”

Paul Thewlis

Head Of Marketing - Admiral Slots Casinos (Novomatic Group)