Ladbrokes ignores state monopolies with new ad campaign

The firm will focus on the company’s better pricing and greater range of products, as well as highlighting the benefits of a competitive market to the consumer.

The campaign builds on the successful creative launched last year in the Nordic market which the company said helped increase awareness of the Ladbrokes brand. The 2009 campaign focuses on the wide range of betting options available with Ladbrokes and provides a vision for what could be available to consumers in the Nordics were Ladbrokes able to establish a physical presence in the region, something not currently allowed under local monopoly legislation.

The ad will appear on leading television channels in Sweden, Finland, Denmark and Norway, as well as on radio and in print. Developed in-house in conjunction with the director Jesper Andesson of TV-Dinner in Stockholm, the ad features the actor Ed Stoppard, who appeared in Roman Polanski’s film The Pianist, and will run until May of this year.

Commenting on the campaign Ed Andrewes, Ladbrokes Managing Director of eGaming said: "The Nordic region is an important one for Ladbrokes and we believe this strong, hard hitting creative communicates the benefits of betting with Ladbrokes as opposed to the state monopoly and other betting operators."

Ladbrokes has also launched a new advertising campaign highlighting the benefits of betting with UK licensed bookmakers. Appearing in the UK Racing Post, the ad encourages consumers to bet with British-based bookmakers who contribute to the Horserace Betting Levy, pay UK taxes and service customers through UK-based betting operators.

Last year the company paid us$ 58.4 million in levy to UK horseracing, accounting for 35% of the total Horserace and Betting levy, whilst also contributing us$ 65.1 million in local taxes.