Coral revamps advertising with new multi-million pound campaign

Coral revamps advertising with new multi-million pound campaign

Monday, December 12, 2016
Bookmaker will retain Carly and Farley double act elsewhere

Bookmaker Coral has revamped its whole marketing look with the launch of a series of new adverts in the past week, although the firm will not be completely jettisoning their successful double act ‘Carley and Farley’ who have been featuring in Coral’s advertising for the last few years.

The new ‘high-energy, action-packed TV and radio ads’ were created by Big Al’s Creative Emporium, and feature the voice of Peaky Blinders star Joe Cole.

The newly merged bookmaker claims the multi-million pound campaign is devised to capture the excitement and passion of live sporting events and has been developed to tailor specific ads to the market’s favourite sports, including football, darts, snooker, horse racing and tennis.

The new look is more serious approach to marketing than in recent years, where Coral has used model Carly Baker and then teamed her up with comedian Darren Farley and the two have built up a considerable awareness through the Coral TV ads.

It seems that the bookmaker is more than aware of this though, as it intends to keep them both on the payroll. A spokesperson for Coral told TotallyGaming.com: “Carly Baker and Darren Farley continue to be a part of the Coral family, though the advertising has taken a different direction.”

Coral brand director Olly Raeburn said: “Being a sports fan is not just about winning or losing, it’s about getting involved, and this new campaign is designed to encourage punters and would-be pundits to do just that.

“Our new executions are much more contemporary and much more product focused. They're brimming with energy, packed full of action and really drive a sense of engagement around sport, putting Coral right at the heart of the action.”

The first of the 30-second ads launched on SKY SPORTS last week and the suite will continue to run across SKY networks and BT SPORT throughout the festive season and into the New Year. In total the new campaign will comprise three TV ads, seven radio ads (for TalkSPORT) as well as press ads, in-shop POS and creatives for social media.

Totally Gaming says: The number of gaming brands vying for eyeballs through marketing at the moment makes it extremely difficult to get a message across – William Hill even hired a Hollywood director to produce their latest adverts – and although Coral’s previous ads were well received, even the best campaigns need a shake-up every now and again. 

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