Clubs Australia has launched the latest blow in its war with the Gillard Government over mandatory pre-commitment for poker machines, rolling out a new $2.5 million advertising campaign.
The organisation has partnered with the Australian Hotels Association, the Australian Casino Association and the Gaming Technologies Association. The $2.5 million has been split equally between the four organisations.
Clubs Australia has also set aside another $9 million for another campaign which will roll out next year. The other three organisations have not yet allocated money to next year’s advertising push.
The current phase, titled “Won’t work, will hurt”, follows on from the “It’s Un-Australian” campaign which rolled out earlier in the year. The current phase, which launched today, will run across television, radio, outdoor and direct marketing.
While the first phase of marketing directly targeted gamblers and people that go to clubs, the second phase targets people who generally do not gamble or frequent pubs and clubs. Phase two will target key electorates, including marginal Labor seats and the electorates of three key independents Bob Katter, Rob Oakeshott and Tony Windsor.
In May, Clubs Australia slashed its campaign budget from $20 million to $2 million. However, it appears this only applied to phase one of the campaign, which cost the organisation $1.8 million.
A spokesman for Clubs Australia told AdNews that by slashing the initial ad budget, it has allowed the organisation to allocate $9 million to phase three, which will launch next year. The organisation would not give exact details of phase three, but said it will only go ahead it the government’s proposed mandatory pre-commitment legislation is still on the table.
The campaign opposes proposed gambling reforms, which seek to limit problem gambling and are being pushed by the Gillard government as it looks to retain the support of independent MP Andrew Wilkie. Wilkie's support is central to Gillard's minority government.
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