William Hill refreshes master brand ahead of critical summer

William Hill will ‘relaunch its master brand’ this Saturday to coincide with the all-English final of the UEFA Champions League. 

The heritage bookmaker has moved to refresh its brand identity following a transformative period for its business, which was acquired by Caesars Entertainment during Q1.

This weekend, William Hill will unveil its new UK-wide advertising campaign designed to relaunch its ‘master brand’ as ‘the most trusted and recognisable name in the global betting business’.

Set to Neil Diamond’s ‘Sweet Caroline’, the campaign will show vignettes of real friends celebrating the unforgettable moments of sport, and will include brand ambassadors Sir AP McCoy, Jermaine Jenas, Rio Ferdinand and Robbie Savage sharing their most celebrated moments.

“We are excited about the launch of the new campaign and the master launch of our iconic global brand,” said Charlotte Emery, Chief Brand Officer at William Hill.

“William Hill is a brand that is loved and respected across the world, and it was really important for us to unify our global brand under one single identity.”

The new advert was filmed across 16 locations in London in April and was directed by Nico and Michel Arribehaute –  the former professional rugby playing brothers who have worked on high engagement campaigns for Renault, Lucozade and Under Armour. 

Preparing for a busy sporting summer featuring UEFA Euro 2020 championship and the Tokyo Olympics, William Hill marketing disclosed that it was currently developing its brand-led marketing campaigns for international markets. 

William Hill will also debut a new safer gambling advert as part of the campaign, maintaining its social responsibility pledge of ensuring that 20% advertising promotes responsible gaming. 

Emery concluded: “As a responsible operator, we understand the importance of safer gambling, and we hope the new safer gambling creative will encourage customers to enjoy our products safely.”

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