Marketing and Sponsorship

New Betfair Ad Ahead Of Cheltenham Festival Features Horses Racing Cars

2.18.2015

Bookmaker Betfair has launched a campaign "featuring horses in motorcars" ahead of The Cheltenham Festival next month, according to Louise McIlwraith of CAMPAIGN LIVE. Created by WCRS, the integrated campaign spans TV, digital and press, and "builds upon the online sports betting operator's existing strap line 'this is play'" in its "deliberate move away from industry stereotypes." The campaign also "aims to demonstrate how simple it is to use Betfair, by introducing the mnemonic 'tap tap boom.'" The 30-second TV commercial was directed by Brent Bonacorso through Papaya and "will be further supported by 30-second offer spots" (CAMPAIGN LIVE, 2/17).

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