17th of August 2010 Author: Glo Wood
'Cut out the middle man' is the theme for betting exchange drive
The British marketing publication Brand Republic reports that online gambling group Betfair is about to launch it's largest yet marketing campaign.
The television and online campaign will be rolled out across the UK and Europe from this Saturday (21 August) with the aim of growing the betting company's 3 million strong player-base.
The advertising initiative will be supported by a global online push within social media and through focused public relations activity.
Created by the Albion agency, the campaign also includes natural and paid search elements and client communications on the theme 'cut out the middleman and bet directly with other punters on Betfair.'
The TV creative presents the proposition that the middleman - or traditional bookmaker - gets in the way, adding little value to the customer experience.
The ads will be aired across sporting programs and channels such as Sky Sports and ESPN, Champions League football on ITV and Channel 4 Racing, as well as the Ryder Cup.
Betfair will also be one of the first betting brands to have a homepage takeover on YouTube, after the Google-owned site lifted a ban on paid search gambling terms in the UK last year.
Albion London chief executive Jason Goodman told Brand Republic: "The betting industry is extremely competitive but Betfair's peer-to-peer exchange model makes the brand unique. It's this factor that Albion wanted to bring to life.
"In encouraging punters to 'cut out the middleman', this campaign uses the vernacular of modern, disintermediating businesses that have thrived in the digital age by allowing their customers to go 'direct'."
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