Ladbrokes – EU referendum: Odds on for success.

Corporate PR

 

Brief

The EU Referendum marked the most important political event in the bookmaker’s calendar. The business wanted to increase their share of voice compared to key competitors, becoming the most quoted and broadcasted betting company. Ultimately, the PR process would help increase business by bringing new customers to their website and shops.

Strategy and execution

Odds have long been quoted in the run up to these events, but the media have been less likely to use bookies as ‘experts’. In order to make the biggest impact in a short amount of time (50 days) we developed an integrated PR campaign with a strong focus on broadcast and building Ladbrokes’ relationships with key broadcast producers across the networks.

 

Results

The EU referendum became the biggest non-sporting event in company history. Almost 10,000 new customers signed up to the site on the back of this activity. Ladbrokes’ dedicated referendum site received nearly a million page views.

Ladbrokes was the most dominant bookmaker in the media, receiving more than one-third (34%) of print mentions in June and was even more dominant online.

The campaign was awarded ‘Best Media Relations Campaign’ at the prestigious 2016 CorpComms awards (below).

“This was a solid, tactical campaign…There was a proper commitment to the cause, and while competing in a very cluttered market, this was media relations on steroids.”

Corp Comms awards 2016, winners

 

Get in Touch

Adam Taylor

Director of Media Relations