Will Hill Launches Innovative Promotional Campaign

Online and land UK betting group William Hill plc has launched a fresh promotional idea this week at the Cheltenham horse racing festival, setting up an enormous moon-like inflatable balloon illuminated with the best Festival betting odds.

The installation dubbed the William Hill Cheltenham Moon was put up when the sun went down on the famous old racecourse on the first day of the big event. As a result, the bookie reported that its top odds sold out within 40 minutes, which proves this tactical move was an extremely good one.

The William Hill 10m x 10m Moon will be rising over the popular racecourse throughout the festival, until 15th March 2013, bringing more chances for a positive revenue outcome for the bookie.

"This is the first time such a large helium filled sphere has been deployed in the UK. It needs 520 m3 of helium to fill it each day and is made out of 350 m2 metres of a specially made polyester-based fabric. The balloon comes from Grenoble in France and weighs in at 175kg uninflated. The lighting system used to illuminate it is equivalent to 40,000 security lamps," the company stated.

The promo is also launched on Twitter, where tweeters are prompted to see the imitation moon, post a picture and qualify to win a GBP20 free mobile bet.

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