BetVictor launches new multi-sport TV campaign
Operator brings back character Maurice for a series of TV spots to promote its horseracing, tennis and cricket offering
BetVictor has launched a series of new television adverts aimed at heightening awareness of the operator’s non-football offering ahead of next week’s Cheltenham Festival.
The three adverts, created by London-based agency VCCP, mark the return of long-term BetVictor character Maurice (pictured), played by comedian and actor Paul Kaye, and will screen across satellite and terrestrial TV channels.
Each advert focuses on a different sport and features Maurice portraying a range of sportsman while facing number of general knowledge questions from a quizmaster played by comedian Paul Garner.
The first ad, which hit the screens this week, sees Maurice dressed-up as a jockey in order to promote BetVictor’s horseracing markets and Cheltenham Festival new account sign-up offer ahead of the start of the four-day meeting on Tuesday.
The following two adverts will focus on tennis and cricket with the campaign representing a change of marketing tack for BetVictor, having previously concentrated on its efforts on its football markets following its best-priced Oddschecker award.
Last year the operator released a series of football-related adverts featuring former Liverpool player and BBC pundit Mark Lawrenson and ex-England manager Sven Goran Eriksson.
Recently appointed BetVictor CMO Anton Bell said the new campaign was aimed at tapping into the sports the firm believed would grab the public’s attention over the coming months.
“Our Maurice character has quickly become one of the most recognisable advert stars on TV today and Maurice in the ‘hot seat’ provides us a platform to communicate to the wider betting audience, across the many sports set to dominate the British spring and summer,” Bell said.