Paddy Power is on a mission to make betting fun.
The Paddy Power Marketing Team is responsible for delivering a plethora of memorable campaigns and events over the past two decades which have grabbed attention from around the globe.
As a Team, we take fun very seriously. Our goal is to position betting as entertainment and to make betting with Paddy Power an all encompassing experience that means a lot more than simply winning or losing money.
We cover the entire marketing mix, and have individual teams that work across all marketing functions - namely: Brand Management; PR & Communications; Retail; Sponsorship; CRM; Direct Response (Above the Line and Below the Line, Online and Offline).
The Team provides services to the individual business units within the Group, as well as working centrally to build the overall Paddy Power brand.
Our team strives to deliver memorable marketing campaigns, pushing boundaries all the time, such campaigns include:
- Setting up a betting pitch in the Vatican to take bets on who would be the new pontiff. Paddy's escapades in Vatican City generated global interest and bets from punters in over 50 countries on paddypower.com.
- Tongan rugby player Epi Taione changed his name to Paddy Power for the Rugby World Cup to highlight Paddy Power's sponsorship of the Tongan Team. The IRB vetoed the stunt so the entire Tongan team dyed their hair green in support of Ireland's biggest bookie!
- Our Last Supper advertising campaign portrayed Jesus and the apostles in a ‘last supper' setting playing cards and roulette under the strap line: ‘There's a place for fun and games' before eventually being banned.
- This year, we created somewhat of a stir by persuading football legend Carlton Palmer to climb into a bath for us, as part of our first TV Advertising campaign.
In short, whether it's inventing a new betting market for the X-Factor or flying out to Brussels to give the odds on Ireland passing the Lisbon Treaty, we are there!
All of our marketing activity is underpinned by rigorous analysis. This ongoing analysis and attention to detail during the planning phase and subsequent evaluation period ensures that, despite being consistently outspent, we continue to shout louder, thus growing the brand and the business faster than our rivals.
