The customer magazine of 888 Holdings has won the prestigious Most Effective Membership prize at the recent Association of Publishing Agencies (APA) Effectiveness Awards 2008. This award is the best distinction that an internal customer magazine can win. 888 Holdings is one of the world’s leading online gambling portals licensed by the gambling jurisdiction of Gibraltar. It offers a number of brands primarily in online casino, poker and sports betting. The customer magazine that won the award is appropriately called “Eight”. The APA Effectiveness Awards are given to recognize and reward the very best in editorialized branded content. The 2008 awards were the biggest in its ten-year history with over 350 products vying for prizes in 18 categories.

The APA judges selected Eight because of its editorial creativity and because of the role it played in the brand’s marketing mix and its contribution to positioning the value of the brand in the minds of the consumer. According to the judges these were essential ingredients that any awardee should possess.

The objective of Eight is to create an efficient and innovative channel of communication with the members of the online casinos of 888 Holdings, thereby strengthening the customer relationship management. It is mailed to all the members residing in the United Kingdom. Apart from the gaming content the magazine has several lifestyle features. Matt Robinson, Vice-President of Brand marketing for 888 said that Eight magazine is “an informative and entertaining read, whether you’re a committed online gambler or not.” Robinson added that the award not only demonstrated the excellence of the magazine but also was reflective of the high performance levels achieved by 888 Holdings groups’ ventures in their core products of online gambling. The success of the magazine also reflected in the brand affinity and awareness that the members had for the various 888 Holdings brands. These brands include 888, Casino-on-Net, Pacific Poker, Reef Club Casino, 888 ladies, 888 sport and 888 tv.

The APA award is a fantastic achievement for a magazine that is just over a year old. In late 2007 Cedar Communications won the contract to publish Eight against three other undisclosed publishers. The byline for the magazine is “The magazine for real players – an agenda designed for people who enjoy the game on and off the tables.” Eight includes a racy mix of sport, fashion, travel, profiles and competitions as well as on online gambling. Eight also provides advertisement opportunities. The magazine is edited by Tim Fennell. Clare Broadbent, the managing director of Cedar Communications said the magazine was being targeted at an affluent and elite and predominantly male audience.

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