BETFAIR RE-ENERGISING LAPSED MEMBERS

1 August 2008

Direct marketing agency tasked with bringing 'em back


Online gambling group Betfair has out-sourced a new campaign designed to re-connect with and bring home lapsed members.

Titled 'Together We Make Summer Better' the campaign is the responsibility of UK direct marketing agency Flourish which is crafting the moves necessary to promote the opportunities offered by Betfair in sporting events being held over the summer season.

Industry observers say that the campaign may reduce the lost earnings caused by the failure of any home nations to qualify for the Euro 2008 Football Championships earlier this year.

'Together We Make Summer Better' showcases top British sporting events that punters can bet on this summer, including key horseracing events such as Glorious Goodwood, the Ryder Cup golf and the upcoming England Rugby tour.

Flourish won the contract following a three-way pitch, and the agency will now replicate the creative theme presented during the pitch across all online and offline material, highlighting Betfair's unique selling point by focusing on the better value Internet users get from the website's peer-to-peer betting exchange proposition.

Betfair UK marketing manager Matt Booth says: "The campaign allows us to collectively group what are key blue ribbon events over the summer months and reassert Betfair's value proposition."

Flourish account director Rich Gundry adds: "The campaign is designed as a celebration of this summer's sports - leaving the disappointment of not participating at the Euro Championships behind."

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