Chris Barrett of Hippodrome Casino: How to Pivot a 100-Year-Old Brand During a Crisis

In this episode of CMO Weekly, host Hayley Clover sits down with Chris Barrett, Director of Marketing at The Hippodrome Casino in London. Recorded live in Las Vegas, Chris shares his decade-long journey at one of the world's most famous entertainment venues and explains how a 125-year-old landmark stays at the cutting edge of digital marketing.

From the "Magic Mike Live" phenomenon to launching the UK’s first-ever in-casino sportsbook with Paddy Power, Chris breaks down the strategies required to manage a brand that is simultaneously a casino, a theater, and a five-star dining destination.

What You’ll Learn in This Episode:

The "Thomas Family" Way: How a family-owned structure allows for rapid innovation and bold decisions that corporate structures often miss.

Audience Segmentation: How The Hippodrome successfully markets to wildly different demographics—from "Magic Mike" hen parties to high-stakes gamers.

Omnichannel Mastery: The secret to maintaining brand consistency across LinkedIn, Instagram, and TikTok while keeping a "human" touch.

Innovation Under Pressure: How the casino transformed its business model during the pandemic by building three new rooftop bars in record time.

The Future of Sports Betting: Inside the historic partnership with Paddy Power to bring a US-style sportsbook experience to Leicester Square.

🕒 Key Chapters:

00:00 – Intro & The Power of Fortune Cookie Marketing with Open Fortune.

02:30 – Meet Chris Barrett: 10 Years at The Hippodrome Casino.

06:15 – The History of a 125-Year-Old Landmark: From Circus to Casino.

09:45 – Pivoting in a Crisis: How COVID-19 Sparked the Rooftop Revolution.

13:20 – The "Magic Mike Live" Effect: Marketing to New Demographics.

17:50 – Launching the UK’s First In-Casino Sportsbook with Paddy Power.

21:10 – Marketing Advice: Why You Should "Scroll with a Purpose".

23:45 – Closing Thoughts & Birthday Celebrations in Vegas!.

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