23 Red Lands Betfair Advertising Contract
Published: Thursday, November 02, 2006 Online-Casinos.com
23 RED LANDS BETFAIR ADVERTISING CONTRACT
Major advertising campaign planned
The British advertising company 23 Red has been contracted by the Betfair group to launch a major ad campaign promoting its online casino, Betfair-branded poker website and 'exchange games', which allow online gamblers to bet against other players, rather than the house.
23red, which won the business in a competitive pitch, has been tasked with developing a range of digital communications, supported by offline activity across direct and broadcast media. It has already developed a drive to boost participation in the Betfair Asian Poker tour, Singapore's first such tournament, which takes place from 12-17 November.
While the online gaming market has been hit by the introduction of legislation in the US that bans online firms from taking bets from US citizens, Betfair has escaped unscathed, as it has no US customers. It is now planning an aggressive growth strategy to capitalise on the uncertainty in the market as its rivals re-align their business models toward non-US customers.
23 Red was founded in 2000 and has a staff of 35, working on integrated communications programmes for companies like PlayStation, Bacardi Martini, Tizer, Ladbrokes and Novartis in the UK and across Europe.
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