Paddy Power to revamp high-street stores

Paddy Power is preparing a redesign of its stores to match what it describes as its “irreverent and mischievous” brand positioning.

Paddy Power is to roll out its new logo across all its sub brands by the end of September.

Designs are still being worked on and will be rolled out in 2014. The betting firm’s marketing director Christian Woolfenden told Marketing Week the bookmaker wants the in-store experience to match that of those visiting its social media pages and using its mobile app.

He adds: “An interesting area for us moving forward, beyond the continued push in online and mobile,will be the retail space. We’re in the process of working out how we can do more in our shops to give people a real Paddy Power experience in the same way they would get if they visited our Facebook page.

“If Paddy Power is a brand that is about entertainment and mischief it’s important that we evolve the look and feel in line with this without it becoming over the top.”

The betting brand is also to roll out a major summer campaign, which will feature its recently redesigned logo for the first time. The new logo, the first update in its 25 year-history, was introduced in store earlier this year but as yet has not been seen in advertising activity.

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