Ladbrokes Embark On Marketing Campaign
October 18, 2013
UK based bookmaker Ladbrokes have followed up the launch of their Australian dedicated website ladbrokes.com.au with an advertising campaign across multiple channels during the Spring Racing Carnival.
Ladbrokes are a firmly established bookmaker with a large European customer base and announced themselves on the Australian betting scene in September. The latest advertising campaign is part of a drive to increase their market share and introduce bettors to their Australian dedicated sportsbook which boasts over over 9000 markets and welcomes new punters with up to $250 deposit match.
The aquisition of Sportsbetting.com.au, Gaming Investments, and its affiliate business Panda Gaming for £13m last month enabled Ladbrokes to introduce their new website immediately and supplement the launch with this advertising campaign. The Spring Racing Carnival is undoubtedly one of the highlights of the Australian sports calander and with such a buzz among horse racing punters is the ideal backdrop for a marketing campaign.
The advertising operation will be featured on TV, digital, radio, newspaper and social media channels as Ladbrokes promote their special offer of doubling the price of featured races every Saturday throughout October. Advertising agency Engine are the team behind the adverts which market Ladbrokes as a “world famous” brand and encourage potential customers to “bet better”.
Ladbrokes.com.au pledges to bring punters more value and the best odds on every race around Australia and offers some fantastic betting features. One of which is the Favourite vs Field product that allows you to back the whole field of selected Thoroughbred, Harness and Greyhound races when you think the favourite won’t live up to expectations.
Ladbrokes arrival on the Australian sports betting scene has added to what was already a highly competitive market place with other European brands such as Paddy Power and William Hill also looking to take on domestic operators such as TAB to gain a market share. Paddy Power are the orginisation behind Sportsbet who were revealed as Australia’s Preferred online bookmaker in a recent study and the Irish firm has reported a a 33% increase in it’s Australian online revenues during the first half of the year. Meanwhile following William Hill’s aquisition of Tom Waterhouse in August the UK firm has reported high customer acquisition costs of up to 10 times higher than in Europe as they look to get a foothold in Australia’s bustling betting arena.