Betfair mounts campaign around Cheltenham Festival

by Ed Kemp, Marketing 11-Mar-08, 14:30

LONDON - Betfair, the online betting exchange, is launching a multi-channel marketing strategy to coincide with the Cheltenham Festival.

The campaign, created by Bristol based marketing agency Flourish, spans mail packs, CRM emails, online activity, scratchcards, merchandising, bill boards, sandwich boards, graffiti and TV ads. The TV work went live last week during coverage of the UEFA Champions League.

The betting brand is also converting a local pub into the ‘Betfair Arms' for the duration of the festival, which concludes this weekend. The campaign has been overseen by Betfair marketing director Oscar Nieboer, who launched the brand's first TV creative in December last year.

Earlier this year, Betfair supported the launch of its new financial exchange and spread betting brand Tradfair with a direct marketing drive, also created by Flourish. The campaign spanned on- and off-line work.