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- Hard Rock Bet launched phase two of its Ontario campaign on September 4, focusing on Toronto sports culture.
- Built with agency Memory, the creative features local hip-hop artists k-os and Saukrates across major Toronto landmarks.
Hard Rock Bet has launched the second phase of its Ontario marketing campaign, continuing its push in the province just months after entering the regulated market.
The new wave of creative, part of the “Hard Rock Bet Is Here” campaign, began rolling out on Sept. 4 and is built around Toronto sports culture. According to the source material, it features short films about a recurring group of friends watching sports together and leans on humour, rituals and banter rather than standard betting-focused messaging.
Phase two campaign expands across Toronto media and landmarks
Hard Rock Bet said the campaign features Toronto hip-hop artists k-os and Saukrates and was developed with Toronto agency Memory, which also worked on the operator’s original Ontario launch campaign.
Phase two is running across TV, streaming, radio, digital, social, out-of-home, owned and performance channels. The activity also extends to major Toronto locations, including The Well, Union Station and Sankofa Square.
Memory co-founder and chief creative officer Ian Mackenzie said, “Localization has to be something you feel, not just something the advertising tells you.”
The first wave of the Ontario campaign launched on Aug. 5 and featured a reworked version of “Let’s Ride” performed by Choclair, Kardinal Offishall and Saukrates. That earlier campaign ran across television, audio, streaming, digital, search, affiliate, sponsorship, social and CRM channels.
Campaign follows Hard Rock Bet’s Ontario market launch
The advertising push comes after Hard Rock launched its sportsbook and online casino in Ontario in July under an internet gaming registration from the Alcohol and Gaming Commission of Ontario.
Ontario was Hard Rock Digital’s first market outside the United States, according to the source. At launch, the operator said it offered more than 3,000 casino games alongside sports betting and set up a local Toronto office to support 24/7 customer service for Ontario players.
For Canadian industry watchers, the latest campaign shows how operators in Ontario’s regulated market are continuing to use locally tailored branding as they compete for visibility after launch.
Readers should watch for whether Hard Rock Bet provides more detail on how long phase two will run or whether the campaign expands further beyond its current Toronto-centered rollout. If you gamble, set limits and play only with regulated operators.
Source: As reported by Charlie Mullan
