Pro-Ad works with Betfred for their Cheltenham Festival sponsorship
Betfred chose Pro-Ad as their preferred supplier for the promotional merchandise they needed in order to promote and support their Cheltenham Festival sponsorship. With the use of branded merchandise Betfred wanted to increase brand awareness and promote themselves as a headline sponsor for the event.
The client required in short turnaround goody bags filled with a range of products that related to horses and horse racing or carried a gold theme to link to Betfred’s sponsorship event. The bags would be distributed on course as well as around town.
The products had to be packed in goodie bags sorted into certain categories and delivered to several destinations.
Pro-Ad had to source a variety of innovative products that would portray efficiently the Betfred brand image and would serve the client’s campaign goals. As some of these items were produced in factories that are based outside of the UK, Pro-Ad was responsible for the coordination of a worldwide supply chain in order to ensure order fulfilment in time for the event as well as quality of racecourse suitable merchandise.
Pro-Ad came up with a variety of innovative merchandise ideas to match the client’s brief including pop-up card binoculars for the spectators and horse shaped Logobugs. We also handled the design and production of bespoke shaped gold cup keyrings and bespoke gold coloured pens to represent the event’s gold theme.
The distribution plan was executed perfectly. Each of the 5000 goody bags was filled with 10 different products. The remaining items were arranged into batches which were packed into boxes that were labelled accordingly to make the distribution of the products the smoothest possible for the client. The client was kept up to date at every stage of the production and delivery process which helped them coordinate many deliveries to Cheltenham.
The recipients loved the goody bags and the client was impressed with Pro-Ad’s ‘can do’ attitude and the quality of the representation of their brand on their merchandise.
“Working with Pro-Ad allowed us to prepare for Cheltenham without having to worry at all about meeting our merchandise goals. From the very first phone call discussing ideas and plans to until Betfred Gold Cup day, we received value for money in terms of products, customer care and peace of mind”. Marketing Betfred