Relaunch Sky TV’s gambling channel as SkyVegas but don’t be overt about gambling (because of TV rules). Our solution to this problem was to play on the entertainment and thrill of gambling. And what better place to appropriate the thrills and entertainment of gambling than the mecca of gambling itself – Las Vegas. Everyone loves to win in Vegas, but for most people the real fun isn’t in the winning and losing, it’s in the experience. We expressed this attitude through the commercials and our endline “You’re either Vegas or you’re not”.