Littlewoods £3m ad push to back gaming Website launch

Littlewoods is launching an estimated £3m ad campaign through roster agency IMP to promote its online gaming service, Bet247.co.uk, which began this week.

The scheme offers a range of betting services, including the UK’s first Web-based lottery, Prizebuster; a weekly £2m pools jackpot; and a mobile phone programme through a link-up with BT Cellnet.

The leisure giant is ploughing more than £10m into the Net venture in an attempt to claw back revenue from the National Lottery. The company’s first attempt – Prizeball 4 – was axed only four months after launch (MW September 9 1999).

The ad campaign launches this week and includes a TV push on Sky Sports and ads in the national press. New media agency Blue Marble is designing the online work, which will comprise banner ads. Media is through Zenith and Zedmedia.

Littlewoods director of Internet services Peter Cuffe says the launch activity will run until the end of March and could be expanded to include national terrestrial TV advertising, although the final strategy has yet to be decided.

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