The UK's biggest casino operator has hired Lucre to launch its first online casino brand following a competitive pitch.
Genting International is launching CircusCasino.com this year, which will offer over 100 casino, card and table games including roulette, blackjack and craps.
Players will also be able to play various cash poker games and tournaments at the time and table limits of their choice.
Lucre will handle media relations as well as a variety of social media strategies, including blogger relations, leveraging social networking sites and link building activity.
The Genting International group's operations in the UK includes 44 clubs including Crockfords in Mayfair and Circus, Maxims and Mint brands.