Ladbrokes has retained Neverland, a London-based brand marketing firm, to create a national promotional strategy for the UEFA Euro 2020 football championships this summer (11 June to 11 July).
Neverland will partner with BBH London, Ladbrokes’ lead creative agency, to ensure optimum visibility and brand awareness for the bookmaker during a key trade time for sports betting incumbents.
During the UK’s nationwide lockdown in 2020, Ladbrokes unveiled the “Where the Nation Plays” promotional initiative, which was unexpectedly stopped when the bookmaker followed the rules of a “betting advertising moratorium” by ceasing all TV and radio campaigns.
Softer approach to marketing
Ladbrokes has concentrated on a softer approach to marketing the legacy brand to broader UK markets under the leadership of BBH London, with the bookmaker unveiling its ‘The One’ initiative at the 2021 Cheltenham Festival.
Angela Porter, Ladbrokes and Coral’s brand marketing director, said: “The reason we hired Neverland was its thinking was new and fresh but very on brand – and on brand for the brand we want Ladbrokes to be.
“Neverland understood the Ladbrokes brand from the very first conversation. And understands how we feel about sport. The conversation was easy and collaborative and challenging at the same time. When they talked about the creative, I realised it was something I was very excited to make.”
An expert in optimising brand visibility
Neverland, an expert in optimising brand visibility and interaction with high-spend campaign accounts, has signed Ladbrokes as its first betting partner. NBC Europe, Jacobs Coffee, Cath Kidston, and Campari are among Neverland’s customers.
Neverland’s founding partner, Jon Forsyth, said: “It is a very important moment for Ladbrokes and we are poised and ready to launch a new campaign that celebrates what it is now but, just as importantly, what it will be in the future.”