CIA hits pounds 6m Blue Square account jackpot

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.

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.