Betfair to knock rivals for the first time in campaign

By John Reynolds, marketingmagazine.co.uk, Friday, 10 February 2012 01:19PM

Betfair is to name rival bookies for the first time as part of its new Europe-wide marketing campaign.

Will Greenwood: former rugby international starred in 2011 Betfair ads

The value-led campaign, created in-house, makes use of Betfair's new strapline, 'Don’t Settle for Less', which is being rolled out across TV, print and online.

The campaign marks the first time that Betfair has made direct price comparisons against its competitors, which include William Hill, Ladbrokes, Bet 365 and Paddy Power.

Peter Marcus, Betfair's UK managing director, said: "This is a simple campaign delivering the clear fact to both existing and potential customers, that Betfair offers far better value than the other bookmakers."

Betfair said the campaign was worth seven figures.

In August last year, Betfair radically overhauled its sport sponsorship activities by introducing four brand ambassadors.

The brand signed up former England cricketer Michael Vaughan, retired rugby star Will Greenwood, ex-footballer and now pundit, Lee Dixon, and racehorse trainer Paul Nicholls.

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This article was first published on marketingmagazine.co.uk