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Get in touchThe Pools: Big Winners
The Ask
Turn two genuine winner stories into regional campaigns that delivered positive sentiment for a heritage B2C gambling brand across two distinct regional landscapes, across print and digital without losing the human truth at the centre of either one. As specialists in regulated gaming communications, Square in the Air understood both the human storytelling opportunity and the compliance demands of running winner publicity for a licensed gambling operator.
The Idea
We started with the people. Calls with Carl and Gary, hearing how they found out, what it meant to them, what comes next. Those conversations became two press releases, two sets of social video content and the brief for photographers dispatched to West Yorkshire and Lincolnshire to capture the kind of joy that only a surprise win delivers.
Then the outreach. Not sequenced. Simultaneous, a deliberate choice to hit both regional landscapes at the same moment, targeting the broadcast journalists, print titles and online platforms serving the communities where Carl and Gary actually live.
The Output
For Gary: BBC coverage across television, radio and online. Lincolnshire World, Lincs Online, the Grimsby Telegraph and Lincolnshire Live.
For Carl: Yorkshire Post, Halifax Courier, Huddersfield Daily Examiner and Bradford Telegraph & Argus.
Two winners. Two campaigns. Eight named outlets. BBC across three formats. A heritage brand that reminded its players exactly what's possible.
