Online betting operator MansionBet has initiated a new marketing campaign, ‘#MerryCheltmas’, ahead of the upcoming Cheltenham Festival.
By creating a unique title for the festival, the sportsbook intends to market the event as ‘the most wonderful time of the year’ for racing fans.
As part of the campaign, MansionBet will launch a range of offers for the week-long series of fixtures, such as paying all customers as winners if their horses finish second in the first race of each day.
“We wanted to bring that element of fun and anticipation for Cheltenham in a way that resonates with our target audience,” Dana Brocker, Head of Integrated Marketing at MansionBet. “For racing punters, Cheltmas is the most wonderful time of the year and our campaign brings that to life.”
In addition, the operator will conduct a range of marketing activations, such as it’s ‘Now that’s what I call a MansionBet Cheltmas’ radio campaign, as well as launches via press, digital and social channels, enabling the firm to ‘highlight the breadth of offers’ for all customers to enjoy across the festival.
“It’s not often you get to work with a client who is as forward-thinking as MansionBet,” said Justin Brookfield, Director of Tomorrow TTH, the advertising agency collaborating with the sportsbook on the campaign.
“They have allowed us to stretch this campaign and develop their ideas in a way that produces real cut-through in a crowded market. It really is beginning to look a lot like Cheltmas and we are all excited for the festival to begin and for customers to enjoy the offers MansionBet are presenting throughout the week”.
The marketing campaign is the latest course of action in MansionBet’s series of horse racing initiatives this year, following a renewal of its principal sponsorship of the Arena Racing Company (ARC) and Jockey Club Racecourses (JCR).
As a result of the partnership, the operator will serve as title sponsor of the Newbury Spring Cup and act as Official Betting Partner of the Opening Saturday at Goodwood racecourse, both of which will be broadcast live on ITV.
Additionally, the firm has also appointed jump jockey Brian Hughes as a brand ambassador, who will work alongside flat racing champion Hayley Turner OBE in producing content across different marketing campaigns.