The briefWilliam Hill's VIP manager bought advertorial space in a glossy lifestyle magazine aimed specifically at Premier League footballers, managers, agents and other assorted business people. He needed a full creative treatment, including copy, to supply to the publishers.
The article's aim was to generate new high-value customer accounts. "High rollers" tend to be so valuable in the gambling industry that just one new VIP-level account would ensure a profitable return on the manager's investment.
The execution
We developed an angle that sold William Hill's VIP programme as a shortcut to a glamorous high life for cash-rich, time-poor sports professionals.
The article also focused more than usual for a high-street bookmaker on Hill's origins as a high-end service provider, helping position the VIP programme as a premium brand with the target market.
The outcome
The magazine was still in production when this portfolio was put together, so its full impact has yet to be seen. However, the copy was praised by senior managers and used as a template for further advertorials in 2009. And when William Hill Online - the company's dedicated online arm - decided to produce a print magazine as a loyalty tool for their most valuable customers, I was asked to write the copy on the strength of this article.
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