BoyleSports / William Hill / Paddy Power / Betway / Betfair / Ladbrokes
Cheltenham coverage proves huge success with bookies
The Morning Market has managed to double its advertising revenue from bookmakers for the week of Cheltenham 2022.
The joint print offering continues to provide the strongest audience solution in the Irish popular market as it offers advertisers a combined reach of 248,000 readers going by latest TGI figures.
What we did
A number of our clients approached us all with a similar, simple aim - ‘to achieve maximum exposure and be in the right environment for their target market, within budget the week of Cheltenham’.
Rundown of campaign elements
Sponsorships, Wraps, Magazines, High Impact advertising, Race cards, Disruptive adverts, Daily pull-outs, Bets!
The festival with our papers kicked off the week before race week to create pre-Cheltenham anticipation and allow the bookmakers to get the attention of our readers & kickstart the hype.
Our long term main sponsor BoyleSports started their campaign with a full paper wrap on The Irish Daily Star the week before the festival followed by ownership of our 48 page glossy preview Cheltenham Magazine.
They had the main sponsorship of The Irish Daily Star’s 16 page pull outs each day of the festival with their eye-catching creatives. They also sponsored the Irish Daily Mirror’s Cheltenham pullouts on Tuesday & Thursday of the festival which was a new addition for The Irish Daily Mirror this year.
New to the Cheltenham festival across both titles this year was William Hill who was a very welcome addition. They were very clear from the offset that they wanted to gain a share of voice in the market. To achieve this, we managed to give print exposure with high impact DPS adverts and clever waterfall creatives.
Paddy Power also got involved in the festival with a free bet to give to our readers every day of the festival which gave The Irish Daily Star a huge boost in circulation. It also gave Paddy Power a very impressive front page presence, preview adverts and a massive footfall through their shops.
Betway / Betfair / Ladbrokes
Both Betway and Betfair were equally present in both of our papers, having daily adverts throughout race week in our racing sections.
Also, big winners this year for the Morning Market, our joint print offering were Ladbrokes Ireland & new to us, Ladbrokes UK. Ladbrokes ensured that they had a strong presence throughout the week.