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.
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