The Milanese agency has been chosen to run the PR and special initiatives in Italy for the British bookmaker that invented the revolutionary betting exchange
Connexia has started working with Betfair, the Italian branch of the British company which has operated in the online gaming industry since 1999 and the Italian marketplace since 2008.
With its wealth of multi-sector expertise in the sports and lifestyle industries, Connexia is now running the Betfair press office. It aims to strengthen the brand’s media presence, emphasise its advantages over other competitors in the marketplace, and help the brand to promote its betting exchange in Italy by highlighting the value of all its relevant aspects and strengths in the media.
In addition to PR, Connexia will also help Betfair to devise and launch special initiatives in Italy that maximise its media return on investment. An example of this is the initiative designed to support the launch of the Betfair press campaign for its exclusive Cash Out product that saw Milan flooded with giant lucky horns, which Italians use as lucky charms, thrown in rubbish bins featuring the message “#Jettalo, non ti servirà” (Bin it, you won’t need it). The initiative was a hit, entertaining and capturing the interest of passers-by as well as everyone in the media from the well-established institutions through to social channels.