The company announced in February that it was devoting a multi-million-pound marketing push to the relaunched game site following rival entertainment brand Gala's £3.5m acquisition of games site Jamba (Revolution, 6 February, p5).
Although creative work has yet to be finalised, the campaign is set to start at the end of the month and will target a broad audience of over-18s. "We're looking to move really quickly on this,
said Rank.com's marketing manager, Celia Pronto.
"It's a mass-market brand and it should appeal to anyone who enjoys playing the lottery or bingo. We're deliberately aiming broadly,
she added.
Ken Frakes, joint managing director at Zinc, said: "The work will initially involve brand-building, and e-CRM will play a large part, too. The campaign will start purely online, but we will look at other platforms later in the year. Rank.com is not just about gambling. You can play just for fun, and the basis of the ads will be about having fun."
Rank.com recently introduced a £1 million jackpot prize, and plans to launch a branded online casino in June.
It will either launch the operation under its Hard Rock Cafe brand or include Hard Rock Cafe-branded games while rolling out the casino under another of Rank's brands, which include bingo network Mecca and casino chain Grosvenor.
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