Grosvenor Casinos has launched what it claims is the World’s Smallest Traveling Casino in the back of a London cab.
This week, the Rank Group-owned Grosvenor brand began teasing the launch of its new casino cab, which is intended to promote not only the company’s land-based gaming venues but also its online gambling operations.
Grosvenor has asked Londoners to tweet requests for rides in the new taxi to the company’s official Twitter account, after which passengers can choose between a free ride to the Grosvenor Casino of their choice, or a trip to anywhere else in the city in exchange for an optional donation to Grosvenor’s designated charity Carers Trust.
Once inside the cab, passengers can choose to have quick tutorials on the nuances of casino games via the in-house/car live dealer, or online via a tablet device. The cab has also been kitted out with a wet bar and two TVs tuned to sporting events.
The cab is part of a wider marketing campaign intended to boost awareness of Grosvenor’s sports betting operations – in January, Rank selected Kambi Sports Solutions to develop an online sportsbook – ahead of a busy summer of sport that includes the Euro 2016 footie fest.
To further emphasize this sports theme, Grosvenor signed ex-England cricket great Phil Tufnel to help promote the cab’s June 1 debut, footage of which will be shared via Grosvenor’s social media channels.
Assuming the wheels don’t come off, Grosvenor’s cab will embark on a three-week tour outside London, hitting Birmingham, Manchester and Leeds before running out of gas in Glasgow.
Grosvenor sales and marketing director Jo Blundell called the promotion “a unique experience” that she hoped would find favor with the company’s existing clientele as well as introducing the brand to a host of “new faces.”