Walsh Trott wins 3m 49s relaunch

Walsh Trott Chick Smith has won the 3m relaunch campaign for the bookmakers’ numbers game 49s and the Lucky Numbers game, with New PHD second-string agency Rocket winning the media account. The 49s game was launched by bookmakers Ladbrokes, Coral and William Hill, and is a fixed odds daily draw designed to make up revenue lost to the National Lottery. Lottery operator Camelot unsuccessfully attempted to block 49s in the courts. This year 49s is forecast to reach sales of 250m. Advertising for the game was previously handled by J Walter Thompson and some press ads did run, though these were reported to be “too macho” for the client. The search for a new agency was begun last November, and a pitch list of Walsh Trott, Bates Dorland and Leo Burnett was drawn up. The decision to appoint Walsh Trott was taken shortly before Christmas. Nigel Phillips, commercial manager of Coral, says: “We have held a pitch at the conclusion of which we agreed to appoint Walsh Trott to develop a communications campaign.” He says the campaign will not include broadcast media, but is more likely to use press and possibly posters.

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