Lads ramps-up racing push with Dettori TV campaign
Two ads featuring jockey and recently signed Ladbrokes ambassador Frankie Dettori to hit screens this weekend
Ladbrokes is continuing its aggressive horseracing push with the release of two new TV adverts featuring its recently signed ambassador Frankie Dettori.
The adverts, seen by EGR Marketing, will be broadcast for the first time this weekend and aim to highlight some of the operatorâs horseracing offers such as Best Odds Guaranteed PLUS, which Ladbrokes said had already returned more than £200,000 to punters since its launch last week.
Three-time champion flat jockey Dettori was brought on board last month to spearhead Ladbrokes’ marketing efforts as the Magic Sign looks to establish itself as the go to firm for horseracing punters.
“Frankie’s the most recognisable figure in racing,” Kristof Fahy, Ladbrokes CMO said. “He adds credibility and popular appeal to our brand and it’s a really exciting time to have the nation’s favourite jockey working with Ladbrokes.
“For recreational punters there is nobody bigger than Frankie, although size isn’t everything as our advert suggests.
“We’ve got some exciting new offers for racing customers as the flat season hits our screens. Frankie is on hand to make sure these promotions land in the right place,” he added.
The TV spots have been produced by London-based creative content company The Moment and will initially be screened around Channel 4’s horseracing coverage.
The release of the Dettori-fronted adverts comes just weeks after Ladbrokes launched a football-focused campaign with one eye on this summer’s European Championships.
Ex-Scotland international Ally McCoist and former Leeds United player Chris Kamara starr in a series of witty TV adverts written by comedy duo Ivo Baddiel and Phil Kerr. The first ad was released earlier this month.
Last week Ladbrokes posted a bullish set of Q1 results with net revenues up 37% following strong growth across its core business areas.
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