Million pound web campaign for tax-free tele-betting

– Ladbrokes International, the Hilton Group owned global tax-free betting service, is to launch a £1 million plus online advertising campaign.

Ladbrokes International is stepping up its campaign in advance of legislation expected to ban Teletext advertising of tax-free betting services based outside the UK.

The campaign uses RealCall technology, enabling customers to click on the online ad to request a call from the Ladbrokes International call centre at a convenient time. The aim is to combine the ease of the internet with the reassurance of human contact when the customer demands it.

Creative and planning work was handled by Ladbrokes International's interactive media agency Profero.

The ads will appear at a selection of service provider, sports, news and financial sites including Freeserve, Line One, Press Association, Bun.com and Sky Sports and the campaign will run throughout the year.

This article was first published on Campaign