SBC News Voice of the Sports Betting Industry
Paddy Power has achieved ‘Superbrand’ status, recognised as a superior and creatively engaged brand for British consumers.
The accolade is awarded each year by the Centre of Brand Analysis which conducts independent consumer surveys to distinguish the most outstanding brands within a marketplace.
Paddy Power marketing was lauded for executing complex, high-impact and high-coverage campaigns to reach and engage with wider audiences beyond its advertising boundaries.
This Christmas, Paddy Power hosted a live opera show with Peter Crouch and Paul Potts in support of a 40-piece orchestra recording “Crouchy Conducts The Classics”.
The album was released on all the top streaming sites, managing to bump Andrea Bocelli out of the No 2 spot in the Classical Album charts the same week, and further retaining a position in the Top 10 for two weeks solid.
All profits from the campaign were donated to LGBT+ charity Stonewall to support their work in Qatar, and Crouch, Potts and ‘The Paddy Power Choir’ even performed at a sold-out Wembley Arena gig.
Having achieved its Superbrand status, Paddy Power will be included on the invite only ‘Superbrand 2022/2023’ publication, showcasing its marketing campaigns and work amongst the UK’s most prestigious and recognisable brands.
“We’re not usually ones to blow our own trumpet, but when we found out we’d officially been awarded ‘Superbrand status’ we basically broke out the whole orchestra,” said Rachael Kane, spokesperson for Paddy Power.
“An independent council of industry experts literally trawled through mountains of customer survey data to reach their conclusion that we were deserving of this status having put us toe-to-toe with other leading brands in our sphere. So the fact that our customers are responsible for helping us achieve this is a supreme badge of honour.”
