AND TWO MORE CAMPAIGNS FROM LADBROKES....

7 March 2008

Television the media of choice for GBP 4 million new online bingo and casino ad action


Ladbrokes is to embark on a further two TV advertising campaigns in the UK following the success of its first ever television ads in 2007. The first campaign, for Ladbrokes Bingo.com, will launch this week.

The company's 2007 television campaign helped Ladbrokes achieve strong increases in betting stakes on football - up 25.4 percent since the start of the 2007/8 season. Company spokesmen said the results of the advertising were very positive, achieving strong recall and brand recognition and impacting positively on the perceptions of the Ladbrokes brand.

Spontaneous awareness of the Ladbrokes brand rose to 23 percent after the last campaign, up from 19 percent. Prompted TV awareness of the advertising was measured at 70 percent post campaign compared to an average rating for TV advertising of 55 percent. 91 percent of these people enjoyed the ad and significant gains were also recorded in brand affinity.

Commenting on the advertising plans Chris Bell, Ladbrokes chief executive, said: "The removal of restrictions on TV advertising enables us to compete more effectively with other leisure industries and we were keen to be the first to take advantage of it. Tomorrow we run another campaign for Ladbrokesbingo.com and in April launch our first campaign for ladbrokescasino.com."

Ladbrokes is currently reviewing its plans for further campaigns for betting in 2008.

Ladbrokes is investing GBP 2 million in the campaign for Ladbrokes Bingo.com which will launch this month, building on last year's campaign that enabled bingo to become the gambling company's fastest growing online product.

The online casino campaign launches in April, with a creative that features three stories where the bizarre behaviour of people going to ever more extremes to satisfy their need for excitement lead to comical, yet fatal results. The ads use a documentary style with friends commenting in interviews "if only I had told him in time that I'd found something that could quench his thrill buds for good".

The advertisement is accompanied by a free chip offer, and overall is budgeted at around GBP 2 million.

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