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increase the visibility of the association, which is why we measured the success of the campaign with the impressions obtained on Twitter and LinkedIn, that is, how many times our posts were viewed on the two social networks. In this respect, we can confirm the campaign was a great success. It is also worth mentioning that many stakeholders are hesitant to ‘like’ casino industry posts. However, our aim was not to generate likes, but to spread facts and knowledge.


Which messages from the campaign resonated the strongest and which struggled to engage the audience - and why?


Te ECA decided to leverage the reach of social networks to offer a glimpse of the reality of the licensed land-based casino industry and bust some of the myths surrounding it.


What did you set out to achieve with this campaign and have you met your goals? How do you correlate success within the context of social media?


First and foremost, the goal of the campaign was to spread key messages related to the licensed land-based casino industry to a targeted audience. Tis was to improve people’s understanding of it, but also to demonstrate the substantial efforts of the industry in compliance. Te ECA is not very well known beyond the industry’s inner circle and most people ignore the industry’s commitments to responsible gambling, compliance and impact on local communities. Te facts and figures from the economic impact study provide strong support in dispelling some of the misconceptions surrounding our industry. We also aimed to


Many people perceive land-based casinos as not offering a wide variety of entertainment beyond gambling, whilst the opposite is true. Tis explains the success of the posts related to tourism, leisure and culture. On the other hand, we had less engagements when it came to spreading awareness about the social and economic impact of the industry on communities. Undoubtedly, it is more difficult to engage an audience while talking about figures and intangible numbers. Tis is something we will consider for our future campaigns and communications.


Why set a time limit for the campaign? Will we see a continuation of this campaign in the future?


Te campaign is based on an industry economic impact study pertaining to a certain amount of facts and figures. We have selected the most relevant messages of the report that relate to our target audience, supported this with an image and distributed them on Twitter and LinkedIn on a weekly basis. In total, we have published 17


NEWSWIRE / INTERACTIVE / MARKET DATA P43


“Did You Know?” facts and two factsheets. Tis content will shortly be uploaded on our official website for future reference. Whilst working on diversifying the way in which we convey these positive messages, we are also working on a new project which we will reveal in early 2020. In addition, we are planning to be active at ICE in February.


Is the ECA membership putting enough financial support behind such campaigns to reach wider audiences and really change the perception of the industry?


Te economic impact study provided us with a solid basis on which to build a communications campaign that could leverage the modern methods of communication to change the perception of the industry. Whilst initial investment in the report was substantial, the campaign which followed was carried out at minimum cost leading to increased visibility and engagement, with the full support of our 30 ECA members.


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