Clubs Australia Fights Pokie Rules With $20 Million Campaign

Published Wednesday, March 09, 2011 -

According to a report recently published by the Australia’s Sydney Morning John Singleton has signed a $20 million advertising campaign by various clubs to lobby against the federal government's poker machine reforms.

The Australian entrepreneur has been described as a business man with style. He is well known as a ‘larrikin’ in Australia for his love of good times. He has been a supporter of Australian working-class icons, such as the rugby football team the Newtown Jets.  Singleton also owns the Bluetongue Stadium on the Central Coast. Singleton helped fund the 2007 independent film The Final Winter in which the Newtown Jets are featured. Singleton became a Member of the Order of Australia in 1994 for his fundraising activities for various charities. He built his success and wealth in the advertising business in Australia in the 1970s and 1980s and now has diverse investment interests in radio broadcasting, publishing and thoroughbred breeding and racing.

Singleton's advertising agency Banjo is in the process of developing a campaign that targets occasional, recreational punters and their fear that government will be keeping tabs on their betting habits. The clubs industry opposes a mandatory scheme for players to register before playing poker machines, using smartcards and self-selected gambling limits, the article continues. Clubs Australia also maintains that gambling revenue will decline as recreational gamblers move away from gambling under such controlled measures.

The Banjo advertizing contract is for a $20 million campaign over the next two years, starting with online video and newspaper adverts. The campaign then ramps it up a notch and moves to radio, TV, billboards and pub coasters.
The gambling issue in Australia is red hot with government deals and commitments overshadowing the shaky ground the current Gillard government is on. Gillard is duty bound to implement the problem gambling reforms to retain the support of the Tasmanian independent Andrew Wilkie.




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