Betfair Australia targets growth with new ad campaign
Online operator joins forces with CumminsRoss to launch its Autumn Racing campaign Down Under
Betfair Australia has selected Melbourne-based creative agency CumminsRoss to oversee a £9m advertising campaign aimed at boosting its profile and attracting new customers in the country.
The “There’s winning and there’s winning” campaign promotes the Autumn Racing season and shows a customer celebrating his win in two very different ways, a calm and collected way and the more excitable “Betfair way”.
The first campaign will launch later this week with new ads aired until December 2014. Betfair had previous worked with the AJF Partnership.
“We have set up a strong brand proposition with ‘Power to the Punter’ and thank AJF for the work they did with us. We were intrigued to see how we could take the brand forward and engage with new audiences. The CumminsRoss approach, at both a brand and behavioural-change level, was very powerful. We’re really looking forward to working together,” said Alana Mason, marketing manager for Betfair.
“It was a fast and fun pitch, and the win is a great way to start 2014. Nothing beats a pitch as an induction, and the new guys in the agency did an awesome job and fully justified the faith we have placed in them,” added CumminsRoss MD Chris Jeffares.
Last year eGaming Review reported that Betfair had pipped numerous operators to the post in securing an advertising package with Channel 4 Racing in the UK.