Betfred makes GBP 10 M investment in marketing

UK bookmaker Betfred has initiated a new brand strategy and creative direction as part of a GBP 10 million investment targeted at the UK market.

The betting brand said it would focus on the recreational and fun nature of the customer experience along with flagship products Goals Galore, Double Delight and Hat-Trick Heaven in a drive to grow its customer base in an increasingly crowded market.

The accompanying TV campaign flighted across BSkyB and BT Sport is worked around a “Personal Carnival” concept where customers are treated to their own special celebration each time they engage with the brand.

Chris Sheffield, Managing Director at Betfred.com said: “Betfred is all about the customer experience and the enjoyment of being able to get involved in the action regardless of the result. The personal carnival concept from [creative agency] BJL conveys that perfectly, emphasising the welcoming, inclusive personality of the brand and the importance of the overall experience to our customers.”

“Unmistakably feel-good and unashamedly enthusiastic, what better way to celebrate the Betfred experience than with a personalised carnival, particularly as we edge towards the spectacle of the 2014 World Cup in
Rio,” added Tom Richards, Creative Director at BJL.

Check out one of the new adverts at

http://www.youtube.com/watch?v=qRhpPk3wE0M&feature=c4-overview&list=UUmrOzlaYtXHp6mHt2Xz1KAA