Betway, one of Europe’s largest online betting companies, is planning to spend more than £10M this year on building its brand across Europe through a TV advertising campaign.
Of the total spend, £7.45M will be in the UK with the rest planned for Spain, Italy and Denmark, which are currently Betway’s key target European markets.
The campaign will run across a broad range of channels and will also feature on video on demand platforms. The campaign will continue to build on themes set out in Betway’s debut campaign in 2012. The ads will highlight that Betway’s games can be accessed by a host of devices including tablet and mobile, and will be designed to appeal to the increasing number of women who play online.
Betway has seen a significant rise in player numbers, and believes that the TV advertising campaign is partly responsible for the growth in customers in the UK. It expects that this will be repeated in target European markets.
The TV ad campaign follows the company’s decision to sponsor Trinity Mirror’s Fantasy Football platform for 3 years and its expansion in to social gaming through a partnership with Clickfun Casino. The company recently announced that it has become one of the first online operators to be regulated in the German state of Schleswig-Holstein, and the only operator to receive an online casino license in the latest round.
Richard Akitt, The Betway Group chief executive, said: “Our first foray in to TV advertising in the UK earlier this year has been highly successful and has added substantially to our player numbers. We intend to emulate and indeed build on this success next year in the UK where we are gathering momentum against our competitors.
“Our ads are designed also to appeal across our target European markets and we expect to mirror our success in brand building in the UK in Italy, Spain and Denmark.”
The Kitcatt Nohr loyalty club curse appears to have struck again after it was revealed that its Starbucks client is talking to rival agencies about its direct marketing and CRM account.
Publicis-owned Kitcatt Nohr has held the coffee chain’s business since 2011, when it beat off Havas EHS to become Starbucks’ first dedicated UK direct agency. It went on to devise the My Starbucks Rewards card, which allows customers to collect “stars” each time they buy a drink, and is also available as a mobile app.
With 21 million people following her on Facebook and 18 million on Twitter, pop singer Ariana Grande can’t personally chat with each of her loves, as she affectionately calls her fans.
So she and many other stars are spreading their messages through new-style social networks, via mobile apps that are more associated with private, intimate conversation, hoping that marketing in a cozier digital setting adds a breath of warmth and a dash of personality.
It’s the Internet’s equivalent of mailing postcards rather than plastering a billboard. [more…]
As regular readers of theMarketingblog will know we often find and report on articles at H&C News
What is a “brand promise”?
It’s simply what it says it is, a promise from the brand to its customer. They are shaped by many factors. The brand offer, the marketplace it operates in, the capability of the brand and in some cases the promises of competing brands.
Today's generation of increasingly child-centric parents will smile in recognition at this U.K. spot for the Volkswagen Tiguan, which highlights the lengths they will go to for their kids with a gentle, wry humour.
It features a dad who looks increasingly wistful as he misses out on a golf trip to take his daughter to ballet, is marched off to a kid-friendly eaterie, sits watching "The Powerpuff Girls" with his daughter, and misses the goal in a soccer match because his son's in the bathroom.
AffiliRed (www.affilired.com), the performance marketing company for the travel and tourism sector, has appointed Irene Otero in a strategic move that focuses on driving business in critical European markets .
A graduate in Cultural Communication and Journalism, Irene has a great deal of experience in marketing and PR, with previous roles in the audio-visual sector as well as international promotion for the Ministry of Foreign Affairs in Spain.