William Hill in major Euro advertising push
New TV ad campaign ramps up focus on Italian and Spanish markets ahead of vital World Cup year
UK bookmaker William Hill has launched a new TV advertising campaign as part of a major push into Europe ahead of the FIFA World Cup in Brazil this summer.
The operator’s increased focus on the Spanish market follows its acquisition of Sportingbet’s Spanish-facing business Miapuesta last September. However, Hills has since dropped the Miapuesta brand in favour of bringing it under William Hill branding, as well as migrating the Spanish company’s customer database to its main platform.
William Hill has also begun a big push into the Italian market and launched its first mobile product in the country during Q4 2013.
The three adverts were developed by Madrid-based creative agency Sra. Rushmore and are set to be aired in Italy, Austria and Spain over the next four months.
The TV spots were filmed over the course of four days in Madrid and aim to showcase the “rational and passionate sides” of customers placing a bet.
“For our pan-Euro campaign we wanted a concept which is original and entertaining, while emphasising our position as a leading and trusted brand,” Wilhelm Huber, director of international marketing at William Hill Online, said.
“This campaign focuses on driving top-of-mind awareness and positioning William Hill as the established experts in betting – a brand which ‘feels right’,” he added.
The UK bookmaker is set to release its full-year results for 2013 tomorrow.
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