Bets For Traders Case Study

The client:

Launched in 2007, is a fixed-odds financial betting website which offers a range of 10 different types of fixed-risk bets on financial markets, single stocks, stock indices and the foreign exchange markets. Bets are fully customisable and operate through a real-time dealing interface. Customers can test the site out for free by opening an account with 10,000 virtual dollars.

The brief:

TopLine Communications was charged with:

  • Building and maintaining a media presence for
  • Driving traffic to the site.
  • Educating the public about fixed odds financial betting.
  • Positioning as the leading financial bookmaker

The strategy:

A targeted and strategic media relations campaign, including:

  • Articles positioning as the best way to make money on the stock markets during a recession.
  • Daily and weekly stock market reports by market analyst, Ryan Kneale, to the key financial press.
  • Case studies in key media of people who had won on the site.
  • Regular calls, interviews and market updates with business media.
  • A continued presence in the gaming press.
  • Site vouchers as competition prizes in leading magazines and papers

The results:

In the five months from November 2008 to March 2009 we achieved:

  • 328 pieces of coverage, with an audience reach in excess of 125 million.
  • 58 pieces of national coverage, including hits in: • The Times • The Independent • The Sun • The Guardian • Financial Times • Evening Standard • Reuters • Forbes • Bloomberg • Hemscott • CNBC • • •
  • An increase in recognition of the name
  • Certain pieces resulting in noticeable increase in visitors to the site.
  • Significantly higher profile of to key media and public
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