Placing Coral ahead of the field

The Challenge

The Cheltenham Festival has bookies and punters in a right old flutter of excitement. And it’s a chance for Coral to make the running during the most fiercely competitive week of the year for betting – and to keep people coming back again and again throughout the festival.

The Insight

Any race-goer knows Cheltenham makes heroes of horses, jockeys, owners and trainers. But there are unsung heroes too: the punters who help build the event into what it is. Too often overlooked, the Coral customers can be part of the story too.

The Solution

Table19 created a campaign that celebrated the punter’s involvement in the biggest event in the sport’s calendar – wrapped up in an evocative and different style. The distinctiveness of the campaign set Coral apart from the competition over this crucial week in the sporting calendar.

The Idea

We launched the search for the next ‘Cheltenham Heroes’ in a comic-book style that dramatized the heroics of the festival – creating standout across channels and capturing a sense of celebration and epic action around the event.

The Remarkable Difference for Coral

“Cheltenham week is an incredibly important one for us, and a fantastic festival for both recreational and more informed customers. The key thing from a marketing perspective is to be distinctive and consistent across every touch point and the Cheltenham Heroes campaign is a wonderful example of that in action”. Olly Raeburn, Marketing Director.

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