Since securing the services of Peter Crouch as the new brand ambassador, Paddy Power set out to create his next ‘viral moment’ Cheltenham Festival.
Paddy Power has turned to the multi-talented former Premier League fan-favourite, turned celebrity podcaster Peter Crouch as its Cheltenham 2020 figurehead, in an effort to gain the’ highest coverage’ possible during a critical festival season for all bookmakers.
Securing Crouch’s expertise, Paddy Power marketing, with the aid of Irish champion jockey Ruby Walsh, has already introduced a number of blue-sky concepts, aiming to harness the racing awareness and appeal of its new ambassador.
The Paddy Power statement read: “Crouchy! Footballer, beanpole, podcaster, former virgin, is now jockey.
“Yes, you read that right. Here at Paddy Power we’ve only gone and made the lanky b*stard don some silks and throw his leg over a thoroughbred racehorse.”
Cheltenham 2020’s launch will see Paddy Power turn up the dial on its media campaign once more.
Two weeks before the start of the festival, the bookmaker unveiled its UK multi-media advertising campaign ‘ neighbour to neighbour ‘ featuring Irish actor Colm Meaney who sent an urgent message to fans of English sports.
Cheltenham 2020 sees Paddy Power continue its iconic ‘ Prestbury Cup ‘ sponsorship, the Festival accolade that honours the popular and good-natured rivalry between the two nations and is awarded to the country with the highest number of winners at the end of The Festival.