Media coverage a sure bet

A media release for one of Deep South Media’s clients has helped set the national agenda on problem gambling.

WIN: Solicitor Henrietta Dunkley and Partner Paul Kanolik of Ellis Jones solicitors. This Deep South Media picture helped drive the story into newspapers and magazines.

GAMBLING is big business. It is worth a staggering £14.5bn in Great Britain, according to latest figures from the Gambling Commission.

This includes bingo, amusement arcades and casinos as well as online gambling, which is the single biggest contributor at £5.6bn.

Meanwhile, there are 8,423 betting shops nationwide and the industry provides employment for 106,670 people.

The industry argues that the majority of gamblers enjoy a flutter with no problems at all yet somewhere along the line there are some people who pay the cost when their habit gets out of hand.

And this is where one of Deep South Media has helped one of its clients, regional law firm Ellis Jones Solicitors, set the national agenda on the issue of social responsibility by gambling operators.

We issued a media release about Ellis Jones’ success in claiming back 89 per cent of a problem gambler’s losses – more than £100,000 – from a national operator.

Experts from Ellis Jones’ specialist betting disputes team successfully argued that the betting operator breached the Gambling Commission’s social responsibility code because it failed to protect its client as a vulnerable customer.

Basically, the operator had allowed the man – a 32-year-old from the South East – to carry on gambling despite showing clear signs of problems.

The story, with striking images by Deep South Media head of visual Paul Collins, made an immediate impact when it hit the media.

It gained coverage in all channels – local, regional, trade, business and national media.

Following coverage in the Bournemouth Daily Echo and Dorset Echo, it was picked up by the national press with initial stories in the Daily Mirror and Daily Mail, among others.

The case also sparked a feature-length Saturday essay in the Daily Mail, probing the accountability of the gambling industry and its human cost.

BBC broadcast media covering the South and the South West featured the story on TV and radio with interviews with solicitor Henrietta Dunkley, who acted in the case.

The industry bible, the Law Society Gazette, also ran a story and profiled Henrietta as its ‘Lawyer in the News’.

To date the story has gained 19 separate pieces of valuable media coverage for our client.

The story gained richly deserved recognition for our client and brand awareness while enhancing its reputation, driving leads and helping it to raise awareness about a major social issue.

It’s a fair bet that the gambling operators would have been among the keen readers of the story.

And it further confirms that strong stories with striking images have the power to make an major impact both online and offline.