William Hill embarks on World Cup marketing blitz

by Ed Kemp, Marketing 01-Jun-06

William Hill is running a heavyweight promotional campaign to cash in on a betting boom during this summer's World Cup predicted to be worth £1bn.

The bookmaker is putting a seven-figure spend behind the 'World Cup
Winners' campaign created by direct marketing agency Poulters.

In-store activity will run in its 2150 betting shops, backed by online

and telephone activity. William Hill also plans to ramp up its press

advertising before and during the World Cup.

The firm is targeting both regular and occasional customers with a
series of three targeted mailers. Each will include a free £10
bet.

It is also producing a 'World Cup survival guide', which will include a
betting guide featuring the thoughts of former England star and TV
pundit Rodney Marsh.

Online, customers can enter a free Fantasy World Cup game with a £50,000 first prize. It is also running an accumulator bet, in which
eight correct scores return £1m.

The company has also agreed a partnership with talkSPORT. Under the
deal, William Hill will become the radio station's official betting
partner, supplying on-air odds for the duration of the tournament.
During live commentary, it will offer a variety of shifting odds-on
bets, including the first goal scorer and half-time scores.