PMU kicks-off brand modernisation project
French operator begins multi-channel revamp of brand and marketing strategy
Pari Mutuel Urbain (PMU) has today kicked off a new multi-channel advertising campaign as part of the France-facing firm’s two-year strategic modernisation plan.
The operator’s latest advertising campaign was created in partnership with ad agency Publicis Conseil and includes advertising across print media, web, social networks and TV, as well as a new visual identity developed by Dragon Rouge.
Its four new TV adverts aim to demonstrate the various emotions customers feel when placing a bet and features a new logo and sound identity composed by Sixth Son.
Under the new company logo ‘PMU, live your emotions to 100%’, the campaign is the centrepiece of its PMU 2020 modernisation plan which aims to put the customer at the “heart of communication”.
The campaign follows the appointment of PMU’s new director of marketing Samuel Loiseau who joined the operator from French telecommunications firm Société Française du Radiotéléphone (SFR) in March.
Earlier this year PMU reported a 2.9% year-on-year decline in turnover from its online business during 2014 140.1m following a double-digit fall in its core horse racing betting market.
Total turnover from the French operator’s online arm stood at 1.7bn during the 12-month period with turnover from horse racing falling 11% year-on-year to 843m.