SkyCity ad 'unbelievable'

'GOOD-WASHING': SkyCity's new advert will ultimately remind people of recent negative publicity, experts say.

SkyCity's expensive new advertising campaign could backfire for failing to acknowledge its controversial deal with the Government for a $400 million international convention centre, marketing experts say.

In the television commercial staff talk candidly about their experiences working for the casino company.

"Obviously people judge a lot but, I mean, you just have to see it for yourself," a female worker says in the opening line.

The ad goes on to focus on SkyCity's training opportunities and charity work.

But marketing experts have criticised the ad for overlooking negative publicity surrounding SkyCity.

In 2013 the Government agreed to a deal with SkyCity for a $402m international convention centre in return for 230 more pokies and 40 extra gambling tables in its casino.

Last year it was revealed the estimated cost of the centre had blown out by up to $128m, with taxpayers potentially picking up the tab.

Evolve Marketing managing director Brandon Wilcox said the ad was "a clear case of good-washing".

"It's a clear reaction to the criticism that they've come under and they've gone to the other extreme," Wilcox said.

People would find the ads "incredible" and "unbelievable", he said.

The ad makes only a scant mention of SkyCity's casino business, which Wilcox said was so unbelievable it could backfire on them.

"People aren't stupid. The public know that at its core it's a gaming organisation."

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