Ladbrokes launches Oz ad campaign
Bookmaker begins multi-platform advertising effort in an attempt to gain market share during the Spring Carnival
UK bookmaker Ladbrokes has launched a multi-platform advertising campaign in Australia, timed to coincide with the Spring Racing Carnival.
The campaign includes adverts across TV, digital, radio, newspapers and social media platform, with two TV spots booked to introduce the brand to Australia following its entry into the market in September.
Ladbrokes acquired the owner of Sportsbetting.com.au, Gaming Investments, and its affiliate business Panda Gaming for £13m last month, with Ladbrokes.com.au launching the same day.
The TV spots will promote a special offer, with Ladbrokes doubling the price of featured races every Saturday throughout October.
The offer is timed to coincide with the Spring Racing Carnival, a 65-day racing programme in Victoria and one of the premier events of the Australian horse racing calendar.
The adverts were developed by creative advertising agency Engine and will introduce Ladbrokes as a “world famous” brand, encouraging customers to “bet better”.
“The creative work is distinctive and designed to give Ladbrokes a unique personality and introduction to the Australian market at a time when the whole category is fighting for market share during the Spring Carnival,” Tim Weger, managing director at Engine, told B&T.
Competition in the country is high, with both Paddy Power and William Hill fighting for market share against domestic operators such as TAB. Paddy Power recorded a 33% increase in online revenues in the country during the first half of the year.
William Hill cited high customer acquisition costs in the country following its acquisition of Tom Waterhouse in August, with the operator claiming CPA rates to be up to 10 times higher than in Europe.