William Hill books up GolinHarris for UK consumer PR

William Hill, the UK's largest betting firm, has charged GolinHarris with attracting a new generation of tech-savvy consumers.

Royal betting: William Hill ran a book on the royal baby
Royal betting: William Hill ran a book on the royal baby

The high street and online betting giant has appointed the agency to handle its UK consumer PR after running a pitch through the PRCA's 'find a PR agency' service.

GolinHarris has taken on the retained account, having worked for William Hill on a trial basis for the past few months. Previously, the bookmaker used Lexis for its consumer comms.

The agency will support William Hill's press office and undertake creative campaigns around sponsorship. The brief is particularly focused on raising the profile of William Hill's multi-channel offering, notably its mobile and online betting services.

Bibi Hilton, deputy MD of GolinHarris, said the work revolved around real-time comms and driving coverage of the brand during major sporting, news and media events. She explained that the brand, which celebrates its 80th birthday next year, is looking to communicate its innovative and modern service, and create an impact with a new customer base.

'We are excited about putting in place a new "always-on" strategy for William Hill and delivering bold creative campaigns to remind consumers and media how much they love this iconic brand,' she said.

The agency has already worked on a number of PR projects for the brand including its odds on the name of the royal baby.

Kate Miller, PR director, William Hill, commented: 'The focus for the remainder of 2013 is creating cut-through in a highly competitive space and amplifying our football properties, so the GolinHarris real-time marketing offering will be instrumental in delivering on these ambitious plans.'

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