Magazine article Marketing

Vernons Backs ITV Travel Show

Magazine article Marketing

Vernons Backs ITV Travel Show

Article excerpt

Vernons Pools challenges the might of the National Lottery with a new marketing strategy next year, centred on sponsorship of ITV travel show Wish You Were Here.

Vernons is the first betting and gaming company to sponsor an ITV programme, taking advantage of a relaxation of the rules on betting promotion on TV. The Independent Television Commission announced the new softer rules earlier this year.

Sponsorship is the only way that betting companies can get access to commercial airtime on TV. Advertising is not allowed under existing ITC legislation. But the National Lottery, which is expected to launch in 1994, will be allowed to advertise under new Government legislation, and is forecast to have an advertising budget of over |pounds~30m.

With such heavy promotion, big cash prizes and possibly a dedicated TV programme to announce the winners of the lottery, the pools companies are expected to suffer heavy losses in revenue.

Sponsorship is really the only way Vernons and other betting companies can compete with the sort of exposure the lottery will get. …

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