Irish based bookmaker BetBright wanted to make an impact in the UK with their horseracing sponsorships across early 2015, with new initiatives and a vibrant personality to their brand.
We supported BetBright’s UK racecourse sponsorship with field marketing promotional staff – a new breed of staff to those sometimes seen at racecourses to reach a new audience whilst securing a solid level of acquisition. Staff reflect a brand’s image so Heavyweight assembled a very professional team to work in and around events including Kempton and Doncaster racecourses. Their role was to spread the word about BetBright, raise brand awareness and secure account sign ups.
BRAND AMBASSADOR - A BREAK FROM THE NORM
Starting with the task of finding the perfect racing brand spokesperson, Heavyweight identified brand relevant and knowledgeable personalities to break out from the crowd of long-toothed racing regulars, negotiating a deal with former Sky Sports News presenter and racing fan Ali Shaw. Ali worked across BetBright's sponsored Cheltenham Festival trials meetings, appearing on Channel 4 and other channels.
BLOWING THE BETBRIGHT BUGLE
Climaxing the campaign at the Cheltenham Festival Heavyweight not only advised on the creation of the inaugural BetBright Cup but were also charged with creating something racegoers would want, that was not only engaging but would also provide an acquisition aspect.
With a proven track record with racing guides Heavyweight created the BetBright Bugle! Hot off the press this bespoke guide gave festival racegoers an edge; they were able to see the next day’s runners and riders before anybody else, placing the form guide as well as a unique acquisition offer directly into the hands of thousands of potential customers when leaving Prestbury Park.