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 Clubs Australia has announced that they will be scaling back their advertising campaign in opposition to video poker machine reform in Australia. The organization which is the leading resistance to the gambling measure had planned to spend $20 million on television advertising but has chosen instead to spend approximately $2 million on ads in newspapers, on the radio and on bill boards.
"Had the campaign proceeded as initially planned, with TV in phase 2, then the cost of the campaign would have been in the vicinity of $20 million," said Jeremy Bath, media manager for Clubs Australia. "It is our hope and expectation that the campaign will not need to run for the two years initially planned or involve television advertising."
The video ads the group shot ended up being highly controversial and they could not compete with those of their opposition. While Club Australia argued that pokie reform limited a players individual freedoms, religious groups used raw emotion to connect with viewers even going so far as to run an ad where a daughter of a gambling addict said, "My mum's retirement savings paid for their advertising campaign."
Club Australia's change in tactics is likely an attempt for the group to show that it is not being run by well-funded interest groups but that it is in fact funded by the clubs and pubs themselves. We'll just have to wait and see if their new approach works or if it ultimately backfires.
As always, stay tuned to Casinofan for more news and updates.
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