The London-based agency is handling a brief across the group's brands, with a focus on Mecca Bingo and Grosvenor Casinos.
Mantra, which already has a handful of gaming clients, will seek to position the group as a good employer and an innovator. The brief also includes promoting a recently opened casino in Manchester, branded G Casino, as a ‘leisure destination'.
Mantra joint MD Debbie Wosskow said: ‘One of Rank's corporate objectives is to position casinos as a lifestyle choice. They cater for those who are too old for nightclubs, but too young for a pipe and slippers.'
Rank recently brought in M:Communications for financial comms, and last month poached Burger King consumer and brand PR manager for North-West Europe Lesly Hughes for the new role of PR manager for gaming (PRWeek, 17 Aug).