MANCHESTER, England, September 12, 2013 /PRNewswire/ --

- Betting brand to focus on fun and recreational nature of the customer experience and flagship products such as Goals Galore and Double Delight and Hat-trick Heaven

- New brand campaign to kick-off with TV ads from award-winning integrated agency BJL

- £10 million marketing investment on BSkyB and BT Sport

Betfred.com is today pleased to announce a new brand strategy and creative direction as part of a £10 million UK marketing investment. Designed to celebrate the fun and friendly nature of the customer experience and products, the new 'You'll love a bit of Betfred' campaign will encourage betting and gaming fans to focus on the enjoyment of interacting with the brand.

The campaign signals a renewed commitment to growing the company's customer base in the increasingly competitive UK betting and gaming industry. With large numbers of consumers still finding the UK betting market an intimidating and often unwelcoming place, Betfred.com will be looking to attract increasing numbers of recreational users looking for a greater sense of enjoyment from the experience.

Focussing on the fun and friendly nature of the Betfred experience, the new TV campaign revolves around the concept of 'The Personal Carnival', as customers are treated to their own special celebration each time they engage with the brand through one of its products. Across all the adverts there is a 'carnival' surprise as musicians and dancers appear to celebrate the moment of interaction with Betfred.

The TV campaign from BJL will see the first usage of Betfred's new strap line 'You'll love a bit of Betfred' as the brand moves to focus on its commitment to the ease and enjoyment of the betting experience. 

Chris Sheffield, Managing Director at Betfred.com said: "Betfred is all about the customer experience and the enjoyment of being able to get involved in the action regardless of the result. The personal carnival concept from BJL conveys that perfectly, emphasising the welcoming, inclusive personality of the brand and the importance of the overall experience to our customers."

Tom Richards, Creative Director at BJL, said: "Unmistakeably feel-good and unashamedly enthusiastic, what better way to celebrate the Betfred experience than with a personalised carnival, particularly as we edge towards the spectacle of the 2014 World Cup in Rio."

One of the new adverts can be viewed at http://www.youtube.com/watch?v=qRhpPk3wE0M&feature=c4-overview&list=UUmrOzlaYtXHp6mHt2Xz1KAA

Media strategy is being handled by Mediacom Manchester with the adverts commencing on BSkyB and BT Sport from this weekend. 

SOURCE Betfred