BetBright to "raise voice" with new marketing push

BetBright is backing up its mobile and desktop product overhaul with the launch of a major new marketing campaign which the Dublin-based sportsbook’s marketing boss said will “raise the voice” of the brand.

The Dedsert-owned operator will debut its biggest UK-facing campaign to-date in late August or early September, featuring the tagline ‘Get On’ which will be launched across all marketing channels including TV.

“Whilst we’ve been building product, we’ve been pretty quiet on the marketing position to-date and the average guy looking at us on Oddschecker won’t really have got what we stand for or how we want to be perceived,” Brian Farrell, BetBright’s marketing director, told eGR.

“The campaign will be very-fan orientated and we want to roll-out a position where fans can actually relate to who BetBright is, you’ll soon start to see us talk, look and behave like the real sports fans we are,” he added.

The campaign coincides with the ongoing overhaul of its in-house developed website and mobile products including a redesign of the front-end of the website, additional betting markets and new personalisation features.

“Some of the features are ultimately about enhancing the user experience and really trying to understand what the customer truly wants in terms of their interaction with us,” Farrell said.

“Personalisation equals empowerment from a customer perspective and we are now close to beginning development of our differentiator technology,” he added.