Ladbrokes Casino is currently involved in an innovative marketing initiative to discover 'Britain's Sexiest Croupier', teaming up with the popular 'lad mag' publications Nuts and Loaded to achieve maximum coverage across a readership that numbers some 1.7 million.
The advertising industry publication Brand Republic reported Friday that the competition will encourage attractive women to upload their photos to dedicated microsites at Nuts.co.uk/ladbrokes and Loaded.co.uk/ladbrokes. Readers of the magazines will then be encouraged to go to the sites via magazine and online promotions and rate their favourites.
The winner of the competition will win a package of prizes including GBP 2 500 in cash and a shoot in the February 2010 issue of Loaded.
Amanda Briggs, Ladbrokescasino.com marketing manager, said: "This is a very exciting opportunity for us and will hopefully appeal to our own customers as well as readers from Nuts and Loaded.
"We're always looking for new ways to attract our target audience and hope this opportunity will turn into a longer term partnership."
The nationwide hunt kicks off this week with the release of Loaded's December issue, which will be supported by Nuts and Loaded for three months, both online and in-magazine.
Magazine publisher IPC Ignite's sponsorship and brand solutions manager Rob Hunt said: "This is a great way of engaging our audience. They love a flutter and they love sexy girls - giving them the opportunity to vote through our unique interactive rating mechanic is certain to generate great awareness.
"Our search to discover the hottest new talent will guarantee the campaign attracts the attention of millions of young men across the UK."