CIA Medianetwork has landed an estimated pounds 6 million of new
business - pounds 2 million of which will be spent before Christmas -
from Blue Square, the online betting shop.
Blue Square is owned by one of CIA’s existing clients, the spread
betting company City Index. Research by Blue Square’s has confirmed the
widely held belief that many people who enjoy the idea of gambling are
prevented from doing so because they ’wouldn’t be seen dead in a betting
shop’.
It is now out to target new customers and going out of its way not to
mirror the ’Andy Capp’ image of high street betting establishments.
Neil Murphy, head of marketing, said he wanted to reach ABC1s who enjoy
sport. As well as gambling on sporting events, customers can place
political bets, or put money on popular trivia such as the race to
number one between Geri Halliwell and Emma Bunton.
The pre-Christmas campaign will focus on broadsheet newspapers and
posters.
Alan Brydon, managing director of CIA, is heading the account, assisted
by press buying manager Neil Allen and Julia Wilkinson on posters at
Outdoor Focus.
Blue Square is also in negotiations with interactive digital TV service
Open, with a view to be carried by them. But Murphy was tight-lipped
about the timing or exact plans.
After Christmas the media used for Blue Square is likely to expand
beyond posters and newspapers. Although schedules are still being
formulated, it is possible that magazines will be included in the
mix.
Murphy said: ’The time is right to tell people what we have to offer.
There will be a lot going on next year.’
As well as blitzing potential customers with advertising, Blue Square
has an advantage over its rivals in that it only charges 2.2 per cent
tax, compared with up to 9 per cent charged by other betting firms.
