Grosvenor Casinos

Grosvenor Casinos operates 55 and is the UK’s leading casino operator.

LAW Creative has worked with Grosvenor Casinos for a number of years providing a range of marketing services including strategic planning, brand positioning, design, copywriting and promotions development.

Brand Positioning Project

Only 10% of people in the UK have ever been to a casino. But Grosvenor Casinos aim to offer an experience that has much wider appeal.

Our task was to create a brand positioning that changes consumer perceptions of what the casino experience is all about, and sets the direction for what the brand offers, what it does for its customers and how it communicates.

Our approach was to review, distill and challenge all the existing  data, unearthing new insights. This was followed by stakeholder ideation workshops, to deliver ownership of the emerging brand strategy amongst key internal audiences.

Creative communications and brand innovation plans to enable Grosvenor Casinos to become known for delivering fun in a sophisticated, grown up way. Utterly different to other entertainment options.

Grosvenor Brand Positioning


One of the biggest poker tournaments in the UK returns every year. Grosvenor Casino’s GUKPT is a national, dealer-dealt live tournament that has paid out millions in prize money.

Promoting this exciting poker tournament nationwide and developing a unique brand identity for GUKPT was down to LAW Creative. A strong ‘mascot’ was needed and ‘Sharky’ was developed, which gave the tournament real personality.

All of the GUKPT collateral produced is generated by LAW Creative. This includes 30 different items, from van livery to emails, posters to brochures. It remains the UK’s biggest poker tournament.