Betfair embraces brand-led marketing with new series of short films
First part of Serial Winners series looks at success of national hunt trainer Paul Nicholls
Betfair has debuted the first part of a new series of short films delving into the reasons behind the success of its brand ambassadors.
The first part of ‘Serial Winners’ was released this week with a look at 11-time Champion National Hunt trainer Paul Nicholls, who has trained over 3,000 career winners.
The nine-minute clip sheds a light on Paul from a cross-section of the racing world as well as from those closest to him.
The series is more of a brand exercise than traditional betting marketing, with only a small Betfair logo on the top right corner and no calls to action.
Several operators have been moving towards this type of brand-led approach, including William Hill with its ambassador Anthony Joshua.
In the coming weeks, the series will look at the other Betfair Ambassadors, including David Haye, Dimitar Berbatov, Joseph O’Brien and Gordon Elliott.
The concept was developed in conjunction with Dublin marketing agency Bold Studios.