Grosvenor Casinos is overhauling its marketing strategy in a bid to engage new customers, following the change in gambling laws.

The casino has appointed Stream to handle its direct marketing account for its Grosvenor and G Casino brands, following a three-way pitch. The agency will be tasked with overhauling the customer visit frequency programme, working across all areas of customer retention including email, direct mail and SMS campaigns.

Grosvenor Casinos has taken full advantage of the relaxed gaming laws, enforced in September last year, by offering immediate memberships and bets from GBP 1. The Casino will now engage consumers with total entertainment packages, such as dinning, live entertainment and late-night bars.

Grosvenor’s CRM manager Alicia Snow says: “Stream met the brief for the pitch with innovative creative solutions, clearly demonstrating its direct marketing expertise and ability to drive high response levels.”

Stream’s creative head Iona Stern comments: “The new relaxed gaming regulations mean that we are able to really engage with customers and get them to act in ways that were previously unavailable to Casinos.”