Paddy Power rolls out new horseracing ad campaign
Exhilaracing! campaign will feature 11 TV ads that will run on Channel 4 Racing in the UK and Ireland, plus the launch of new products and offers
Irish bookmaker Paddy Power has rolled-out a new advertising campaign aimed at driving growth in its horseracing business along with the launch of a range of new products and offers.
The ‘Exhilaracing!’ campaign consists of 11 TV ads, some developed by creative agency Crispin Porter + Bogusky, which will run on Channel 4 Racing in the UK and Ireland throughout the year.
The adverts will promote a number of new and existing Paddy Power products and offers, including live streaming, money back on all fallers, best price guarantees, and enhanced odds on races screened on Channel 4.
A Paddy Power spokesperson described the campaign as a “celebration of horseracing” and rejected the notion that horseracing was in decline.
“Horseracing isn’t in decline – this campaign is designed to celebrate the beauty of the race with the fans who love it,” the spokesperson said.
The sport forms a major part of Paddy Power’s business, certainly more so than other UK-facing bookmakers, and the operator could soon face increased costs when the Racing Levy is extended to include remote businesses.
The launch of the campaign follows Paddy’s most ambitious stunt to date where the operator backed former footballer David Ginola as a candidate for the FIFA presidency.