Betfair Hires DM Flourish for Summer Ad Campaign

UNITED KINGDOM – Sports betting operator Betfair is kicking off the summer sporting season with a new ad campaign — Together We Make Summer Better.

Despite the cheesy title, the campaign is aimed at encouraging lapsed players to place bets again on this summer’s sporting events such as Glorious Goodwood, the Ryder Cup and the England Rugby Tour.

With the ad campaign, Betfair hopes to recoup its losses from the Euro 2008 earlier this year.

For this marketing venture, the online betting exchange company has acquired the services of direct marketing agency Flourish whose credits include work for soda brand Coca-Cola, recruitment firm Reed, and the Children’s Hospice South West.

Flourish, who developed the campaign, will replicate the effort across Betfair’s online and offline marketing materials.

The key element of the ad campaign is to highlight the better value online punters get when using Betfair’s P2P betting propositions.

“The campaign is designed as a celebration of this summer’s sports leaving the disappointment of not participating at the Euro Championships behind,” said Rich Gundry, Flourish Account Director.

“The campaign allows us to collectively group what are key blue-ribbon events over the summer months and reassert Betfair’s value proposition,” said Matt Booth, Betfair UK Marketing Manager.