Switching Saddles’ is a unique campaign centred on Betfair’s challenge to Olympian Victoria Pendleton to switch sports from cyclist to jockey and pilot a racehorse in a competitive race at Cheltenham Festival. The campaign dominated UK headlines for a year, transforming public interest in horse racing, and putting Betfair front and centre of National print, broadcast and digital outlets across the country. While other betting brands were ‘hijacking’ the news agenda, Betfair created its own, capturing the imagination of the UK public and delivering a spontaneous brand awareness increase of 2%.
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