Multimillion Betfair TV Marketing Deal
Published: Tuesday, March 07, 2006 Online-Casinos.com
MULTIMILLION BETFAIR MARKETING DEAL
Integrated ad agency BLAC gets GBP 2.5 million marketing contract
Betfair, the online betting exchange group that was in the news
last week following a sale of stock to the Japanese investment bank Softbank,
has hired integrated agency BLAC to handle its GBP 2.5 million marketing
business.
The agency's task will be to raise Betfair's profile beyond its core horseracing
focus and into football, golf and other sports via sponsorship, viral marketing
and below-the-line activity.
Betfair is the official sponsor of Channel 4's Ashes cricket coverage and
sees sponsorship of big sports events as a key way to attract customers. All marketing
efforts will use the strapline "Life's unfair, but you can betfair"
which was originated by BLAC. The Channel 4 exercise is a trialling initiative
on the effectivity of publicised sponsorship.
Betfair uses several direct marketing agencies on a project and retained basis,
but BLAC will handle most of its future marketing, including press and direct.
