SBC News Voice of the Sports Betting Industry
William Hill have set a corporate goal to generate more than £200 million (€246 million) in betting revenues for the upcoming FIFA 2014 World Cup in Brazil.
The revenue benchmark set by William Hill senior management, comes with the announcement that the operator will launch a new brand advertising campaign and a series of exclusive player offers, which will aim to drive revenues.
The new advertising campaigns have been created by advertising agency Creature of London. The theme focuses on the punters that make up the William Hill community. The campaign launched on UK television during Wednesday night’s England friendly match against Ecuador.
William Hill is looking to smash it’s previous wagering record of £100 million, which was set in World Cup South Africa 2010.
Alex O’Shaughnessy, director of marketing for William Hill Online commented
We are focusing a lot of our communications now specifically around our customers – talking much more distinctly about product benefits, but doing it in a way that can occupy much more of an emotional space, while historically we have been very rational and serious.
“As we look at the emergence of social media in particular – we are moving into a sphere now where we have to be more invitational than directional.
“We operate in a very competitive market, particularly online with the emergence of mobile, and must work harder to ensure we are creating an experience that our customers enjoy and through that enjoyment we can retain as many of them as possible.”
