Betfair — A Load of Hot Air
Every London media outlet featured the story with page leads in The Evening Standard, thelondonpaper and London Lite, complemented with TV and radio broadcast coverage including London Today, London Tonight, BBC London lunchtime and evening news. National coverage was stretched across the three day period appearing in The Times, a double page feature in The Guardian and a page three lead in the Daily Mirror (of Boris’s inflatable head being pushed into City Hall!). Broadcast coverage included BBC One and Ten o’clock News and Have I Got News For You.
With every betting company running London mayoral elections campaigns, Betfair owned the media space and captured the public's attention - ensuring its offering was seen and remembered. More importantly the activity helped Betfair double its financial target for the election market.