William Hill Aus goes full throttle with ad campaign

William Hill has put product speed at the centre of a new ad campaign launched ahead of the Australian Open, as the operator looks to utilise its “world-first” partnership with the tennis tournament.

The 30-second TV advert was developed in partnership with creative agency Fenton Stephens and aims to highlight the speed of the company’s online and mobile betting products.

https://www.youtube.com/watch?v=-OAqOhsw3co

The ad also promotes William Hill’s official betting partnership with the Australian Open, despite the operator having recently lost its courtside brand exposure at the Grand Slam event.

Last year, the operator became the first gambling brand to sponsor the Australian Open but in December it was announced the firm’s on-court signage would be drooped following public criticism.

However, William Hill spokesperson, James Burroughs, told EGR Marketing the operator was still “thrilled” to maintain and promote its position as the tournament’s official wagering partner.

“William Hill is committed to providing the fastest betting to our customers and our new campaign encapsulates this, all set to the backdrop of iconic Australian landscapes,” Burroughs said.

“The relationship with the Australian Open is a world-first and unlike anything else that has been done in the wagering category before so we wanted to create a campaign that did the partnership justice.

“The new brand campaign does this, creating a level of speed, excitement and anticipation that has never been seen before in the Australian market.”

In related news, EGR Intel reported earlier this week that William Hill had reversed its decision to operate a single brand in the Australian wagering market after opting to relaunch Centrebet.

In 2015, William Hill’s Australian revenues suffered a 20% year-on-year fall to £97.9m, although results for the 17 weeks to 25 October 2016 showed an increase of 27%.