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Case study

COLIN MURRAY’S 52
Grosvenor Casinos

We worked with Stripe Communications to create a podcast series for their client Grosvenor Casinos, which would be part of an innovative and fresh thinking marketing campaign for the brand. Although a casino company, their 52 nationwide venues are popular for fans watching live sport, something they wanted to promote whilst creating brand awareness with the listeners. Producing sports content is in our DNA, but of course, we didn't want this to be just any sports podcast! 

The Format

We devised an original format which took a spin on the usual and somewhat tired sports interview. Inspired by a game of poker, we created a special deck of question cards which were used to dictate the interview with our sporting guests. It created an unpredictable, unique, and exciting new spin on the interview format. The questions were anything but your typical interview topics and we knew the guests would love taking part for this exact reason. 

The Talent

We had the format, but bringing this fun and unique show to life would be down to the right host for the series. Cue Colin Murray, presenter, sports lover, and poker aficionado who has over 20 years of broadcasting experience, whilst hosting award winning shows for the BBC. As always, his passion and infectious energy was in abundance, bringing out the same in his guests.

We brought on some amazing talent with a mix of personalities from different sports, all who had their own unique stories to tell.

Our 12 sports stars for the series included;

Ronnie O’Sullivan, Tony Bellew, Graeme Swann, Fallon Sherrock, Stuart Pearce, David Haye, Jimmy Floyd Hasselbaink, Sol Campbell, Michael Vaughan, Chris Waddle, Adam Forshaw and Dion Dublin.

The success (just some of the highlights)

  • Peaked at number six in the sports iTunes charts.

  • Created over 60 pieces of local and national press coverage.

  • All talent shared a link to the podcast on their socials, including brand tags. 

  • Not only did we create a podcast series, but also an exclusive deck of cards for Grosvenor Casinos to share with their customers.

  • Listeners can play their very own version of '52' with their friends, connecting them once again to the brand. 

The collaboration

Andrew Boocock, Senior Account Director at Stripe Communications

"Podcasts are a great way for brands to reach and engage audiences on a much more intimate and personal level. We saw an opportunity for our client Grosvenor Casinos to create a unique brand sport podcast series which would deliver great editorial content alongside building the brand's affinity with sport.

 

From the get go, Charlie and her team were integral to the successful execution of the series and secured some amazing talent with legendary stories to tell. The relationship forged between Colin, the production team and the client enabled us to navigate challenging circumstances for recording podcasts safely ahead of lockdown during the CV-19 pandemic, as well as putting together an effective campaign to share and amplify content with media and on social media. We were able to grow an audience from scratch and smash our KPIs delivering a great series."