LONDON: William Hill, the UK's largest betting firm, has charged GolinHarris with attracting a new generation of tech-savvy consumers.
The online betting giant has appointed the agency to handle its UK consumer PR after running a pitch through the Public Relations Consultants Association's “find a PR agency” service.
Golin took on the account after working for William Hill on a trial basis for the past few months. Previously, the bookmaker used Lexis for consumer communications.
The agency will support William Hill's press office and undertake creative campaigns for sponsorships. The account is focused on raising the profile of the company's multichannel offering, notably its mobile and online-betting services.
Bibi Hilton, deputy MD of Golin, said the work revolves around real-time communications and driving coverage of the brand during major sporting, news, and media events. She explained that the company, which will celebrate 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 firm has already worked on a number of PR projects for the brand, including its odds on the name of the royal baby.
“The focus for the remainder of 2013 is creating a 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,” said Kate Miller, PR director at William Hill.
Golin restructured its agency model around four areas of expertise, rather than traditional PR silos in mid-2011. The strategy also included “Bridge” engagement centers in various offices to spur the firm's real-time marketing.
This story originally appeared on the website of PRWeek UK.