William Hill tests ‘interactive shop windows’ for Cheltenham 2017

Bringing innovation and player engagement to its retail betting shops, bookmaker William Hill has launched a series of interactive shop window takeovers promoting its Cheltenham Festival 2017 offers and market odds.

The project led by Leeds-based retail and leisure marketing agency Savvy, will see William Hill promote a live in-store campaign utilizing interactive holograms of racehorse and jockeys.

The horses and jockey appear to gallop across the window before picking up pace and breaking through the glass. William Hill marketing hopes that the campaign will help drive ‘foot traffic’ to its venues, during the crucial Cheltenham Festival period.

Launched yesterday, the retail campaign will be active in seven William Hill stores, at Euston Station and Aldgate in London, Manchester, Leeds, Sunderland, Coventry and Birmingham. 

Speaking to Event Magazine Liam McKee, Head of Retail Marketing at William Hill, commented on the campaign: “Cheltenham is a key event for us. We know we offer great odds and great expertise but unlike most of our competitors we will also show all live UK horse racing every day of the festival. We wanted to bring to life our in-shop experience in our windows to generate a real sense of theatre and get people engaging with us.”

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