Ladbrokes on attack

Land and online gambling group Ladbrokes has gone on the offensive against gambling monopolies in Scandinavia, embarking on a major TV advertising campaign in the region.

In a statement Friday the gambling group revealed that the campaign features actor Ed Stoppard who appeared in Roman Polanski's film The Pianist. The campaign will run until May 2009, appearing on leading TV-channels in Sweden, Finland, Denmark and Norway as well as on radio and in print. The creative was developed in-house in conjunction with director Jesper Andesson of TV-Dinner in Stockholm.

The campaign reinforces Ladbrokes' strategy to compete with the Svenska Spel state monopoly in Sweden by informing customers about the better prices and range of products available with Ladbrokes and the benefits of a competitive market to the consumer. The two giant gambling companies have clashed before over the exclusive policies of the Swedish government (see previous InfoPowa reports).

The campaign builds on the successful creative that ran in 2008 and achieved growth in awareness levels of the Ladbrokes brand. The latest 2009 campaign focuses on the wide range of betting options available with Ladbrokes and provides a vision for what could be available to consumers in the Nordics were Ladbrokes able to establish a physical presence in the region - something not currently allowed under local monopoly legislation.

Commenting on the campaign Ed Andrewes, Ladbrokes Managing Director of Ladbrokes eGaming said: "The Nordic region is an important one for Ladbrokes and we believe this strong, hard hitting creative communicates the benefits of betting with Ladbrokes as opposed to the state monopoly and other betting operators."

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