Private bookmaker Fitzdares will ‘buck the trend’ by launching a new national ‘luxury brand advertising campaign’ ahead of next week’s Royal Ascot (16-20 June).
Its ‘Upgrade Your Bookmaker’ campaign will appear in UK news magazines The Spectator, The Week, national daily newspapers and the Racing Post as well as on social media and aims to focus on Fitzdares’ bespoke service rather than betting promotion.
The adverts will be running across digital and print until Royal Ascot week, starting Tuesday 16 June.
Fitzdares emphasised that it wanted to shift away from the ‘disposable offer-driven adverts that are ubiquitous across the UK media landscape’ and instead take a different approach.
Fitzdares CEO William Woodhams said: “We looked to the beautiful copy and simplicity of the David Ogilvy era, as we felt that our target audience still enjoyed longer form copy in magazines and newspapers.
“TV & digital is far too crowded with our huge spending competitors, so we looked for new places to find our audience. After some market research we discovered they were in the old places.”
Alongside the campaign, Fitzdares has also celebrated this year’s Royal Ascot with the roll out of a Virtual Royal Enclosure, which aims to elevate the viewing experience for those watching at home.
In a statement, Fitzdares encouraged punters to ‘settle in at home’ and watch the racing via the bookmaker’s app or website. Members will be provided with a Royal Enclosure zoom background, in which five friends can also be involved in the action.
While the bookmaker recommended not to try to replicate the train journey home from Ascot, the virtual event would include a ‘best dressed’ competition as well as discounts for cocktail and food delivery during the event.