Product category:
Integrated marketing
News Release from: 141 Worldwide
Edited by the Marketingservicestalk Editorial
Team on 09 March 2007
Coral promotes Cheltenham Festival
offering
141 Worldwide/London has created an integrated campaign for Coral to promote its offering for the 2007 Cheltenham Festival, the UK's biggest steeplechase and hurdle racing event.
141 Worldwide's campaign will promote the main Festival betting and the ante-post offering both in-store and via a targeted direct-mail campaign aimed at Coral Telephone Betting customers A 'Cheltenham Scratch and Win' card promotion during the four days of the Festival aims to reward Coral bettors with an opportunity to win further free bets when they stake GBP10 or more
'The Big One' campaign from 141 Worldwide aims to position Coral as the bookmaker of choice for all Cheltenham bets for Coral customers and non-customers alike both leading up to and during the festival, which begins on 13 March.
The campaign uses point-of-sale (POS) materials across Coral's 1,500 licensed UK betting offices from early March to build momentum in the run up to the Festival itself and encourage customers to check their local Coral shop every day for the best betting opportunities during the Festival.
Campaign images show mud-spattered jockeys giving their all in an approach that reflects the grit, action and ferocious competition that characterises the Festival.
A 'Big One' mailer is being distributed to a database of existing Coral Telephone Betting customers the week before the Festival.
The mailer gives customers details of exclusive telephone betting offers, and highlights the extended opening hours of the call centre over the Festival.
Steve Harding, 141 Worldwide/London CEO commented: "We have developed an integrated campaign with a strong visual theme designed to drive customers both to the shops and call centre.
"The ante-post period is an important time to capture the pre-Festival market.
"Our approach centres on building excitement and anticipation before the event begins as well as driving momentum throughout the Festival itself.
"Cheltenham tends to attract seasoned bettors who tend to shop around for the earliest and best prices on this event.
"However our campaign has also been developed to appeal to infrequent or new bettors, encouraging them to try a bet on Cheltenham with Coral.
Coral Betting has over 1,500 licensed betting offices across the UK, with the highest turnover per shop in the gaming industry.
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