Betfair Unveils Biggest Ever Marketing Push

Online betting firm Betfair is launching its biggest-ever marketing campaign to help position the brand as ‘The World’s Biggest Betting Community’.

Created by Albion London, the campaign will launch on TV and online, and demonstrate how Betfair’s unique betting exchange proposition allows people to bet against each other, rather than against a traditional bookmaker.

Punters are encouraged to ‘cut out the middleman’ by betting directly with other people on Betfair. In doing so they get better odds and therefore enjoy bigger wins.

As well as targeting new acquisitions, the campaign also seeks to reaffirm existing customers which are now more than three million strong.

The TV campaign dramatises how a middleman – or traditional bookmaker – adds no value to the customer’s betting experience and actually, gets in the way.

It launches on Saturday 21st August with Betfair’s media buying strategy crossing a range of sports including Premier League football on Sky Sports and ESPN, Champions League football on ITV and Channel 4 Racing, as well as other big events such as the Ryder Cup.

Betfair is also going to be delivering the middleman concept as a YouTube homepage takeover – the first time a betting brand has ever advertised on the video-sharing site.

The campaign represents Betfair’s biggest-ever marketing drive, and will be rolled out across the UK and Europe. The activity will be supported by a global online effort that integrates all channels with particularly high visibility online and within social media.

In addition PR, CRM, natural and paid search, and Betfair’s on-site activity will also reflect this messaging, as will the activation of the company’s sponsorship assets including Manchester United FC, FC Barcelona and Ascot racecourse.