With the beginning of the 2017 edition of the Cheltenham Festival scheduled for March 14th, the leading British bookmaker William Hill has been aimed at increasing the engagement of the players and bringing the latter the latest innovations in order to meet their highest expectations.
As a result, the company revealed that it is to feature a strong promotional campaign to present its special offers and market odds for the Festival, so the bookmaker launched a series of interactive shop windows in its betting outlets across the country.
When commenting on the company’s plans for Event Magazine, the Head of Retail Marketing unit of William Hill Liam McKee explained that the Cheltenham Festival was one of the major events in the calendar for the bookmaker. According to Mr. McKee, there is one distinctive feature of William Hill, which gives it advantage to its competitors – the fact that the bookmaker features all live UK horse racing events included in the four days of the Festival.
The Head of Retail Marketing at the company also added that the decision for the new campaign was provoked by the fact that William Hill had wanted to make the in-shop experience live for its customers in order to make its customers more engaged with offer them the best experience.
The campaign project has been created in collaboration with Savvy, a retail and shopper marketing agency. Under the partnership, the British bookmaker has designed a special windows campaign that uses live action sport cues and takes them to the bookmaker’s betting outlets, creating a racehorse and jockey hologram inside the window.
Currently, the windows that have been launched by William Hill especially for the Cheltenham Festival can be found in seven outlets of the brands located on the territory of the UK. There are two locations where the windows can be found in London – at Aldgade and Euston Station, and five other locations across the country, including Leeds, Manchester, Birmingham, Coventry and Sunderland.
The Cheltenham Festival is currently considered as one of the biggest betting events every year, which makes it extremely popular among local players. As mentioned above, the event starts today, to end a few days later, on March 17th with its Gold Cup Day. This year, more than 200,000 visitors originating from all over the world are expected to attend the Festival, with over £500 million anticipated to be wagered over the four days of the event.
A total of 28 races are to be featured by the 2017 Cheltenham Festival, with 14 of them being Grade 1 races. Apart from a great number of attendants, the event is expected to bring at one place some of the best jockeys, horses and trainers on a global scale.
- Author
Olivia Cole
