Malta-licensed gaming operator LeoVegas has launched a new TV advertising campaign designed to establish the brand as the leading mobile casino in the UK.

The campaign began on January 22nd and sees various characters escaping difficult or awkward everyday situations by leaving notes saying they’ve “gone to Vegas,” before revealing that they have in fact escaped to play LeoVegas on their mobiles.

LeoVegas is looking to tap into social media channels by asking members of the public to text relatives telling them they have “gone to Vegas,” sharing screenshots of their responses. The most amusing response will win a £500 holiday voucher, giving the winner a chance to go to Vegas.

The ads will appear on a variety of UK TV channels such as Channel 4, male-focused channel Dave, ITVBe and SkySports. Special content based around the “gone to Vegas” theme will also be created for social media, pay per click advertising and site banners.

“Since launching in the UK two years ago it’s been amazing to see how quickly the LeoVegas audience has grown,” LeoVegas’ UK country manager Shenaly Amin commented. “This advert series shows how playing at LeoVegas can help people escape mundane situations and feel like they’re winning big in Las Vegas.

“We’re excited to see the hilarious responses that are received when people turn the advert series into reality and text their siblings, parents and partners and tell them that they’re dropping everything and jetting off to Vegas.”

LeoVegas has also taken steps to strengthen its brand in the Swedish market, signing Swedish celebrity Jon Olsson as its new brand ambassador for the country.

Olsson is a skier, car enthusiast, blogger and product designer who will take part in a number of stunts for the operator over the course of the three-year partnership.

The first stunt will see Olsson compete in the Mongol Rally, a car journey of roughly 20,000 kilometres from London to Mongolia, beginning in July this year and lasting for more than 30 days.

Niklas Andersson, Sweden Country Manager for said, “What we like about Jon Olssen is his determination to do things in his own way and how he’s constantly looking for innovative solutions to be the very best. The way Jon takes on challenges with his unique winning attitude really matches with the way that has grown and matured over the years.

“The moment we met Jon we noticed that we have much in common in the way we achieve our highest ambitions and this is what makes Jon an excellent brand ambassador for”