Square in the Air takes the lead for Betway Queen Mother Champion Chase
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Square in the Air, the specialist betting,sporting and gaming PR and marketing agency, had a strong presence at Cheltenham with main sponsor Betway.
The activation had a 20 strong group of brand ambassadors stationed in and around the Betway Clubhouse. The Clubhouse, purpose built for the client, was split into two sections: the activation zone downstairs and the VIP area upstairs.
Promotional staff used iPads to activate consumers’ bets as well as providing the hospitality in the VIP area. VIP visitors were also given the opportunity to win a chance watch the race in style every day from the balcony, with unlimited champagne.There were also chances to win tickets to see West Ham (who Betway sponsor) and the Betway Premier League of Darts.
The object of the activity was to raise brand awareness for Betway and promote their offers, namely: £5 free bet, £50 matched bet, money back if your horse finishes second in the first race of each year, money back if Sire de Grugy won the Betway Queen Mother Champion Chase, and money back if your horse falls. This has been coordinated online and communicated to a TV audience via Betway advertising.
Brand ambassadors in Betway branded attire could be seen leading the horses on and off the racecourse for extra television coverage.
Kate Towler, head of field marketing, Square in the Air commented, “Cheltenham week is one of our busiest of the year. Like a good jockey, we need to be cool, calm and collected when it comes to activation.”
“We will see what the numbers look like after the final race on Friday, but I’d be very confident that we’ll have hit our targets. Race-goers are not short of options when it comes to bookmakers at Cheltenham. Yet nobody who visits this year will be in any doubt as to what Betway offer and hopefully a good percentage of them will have opened accounts.”
The Queen Mother Champion Chase is a Grade 1 Natiional Hunt chase in Great Britain which is open to horses aged five years or older and is run on the Old Course at Cheltenham over a distance of 3,219 metres.
