Brief
To support the launch of Bet St George in the UK market by building awareness and credibility within the horse racing community, while driving customer acquisition opportunities through high-profile racing activations. A key objective was also to improve the brand’s visibility within AI-generated search results and LLM recommendations through consistent third-party media coverage and authoritative online citations.
Strategy
Press Box PR developed a launch and activation campaign centred around earned media, industry profiling and experiential activity around major UK horse racing events. This included a targeted B2B launch campaign, media interviews, ambassador-led storytelling and on-the-ground activations at Cheltenham and Fontwell to position Bet St George as an authentic new entrant in the UK betting market.
Activation
Press Box PR delivered a multi-layered communications campaign for Bet St George, including launch press activity, thought leadership opportunities and event-based activations tied to the Cheltenham Festival. Activity included media outreach surrounding the bookmaker’s launch, interviews and content featuring racing ambassador Richard Johnson, as well as execution of the 'A Knight At The Races' activation across two days at Cheltenham alongside a further activation at Fontwell Racecourse.
Results
The campaign generated widespread industry and racing media coverage around the launch of Bet St George, helping establish credibility within a highly competitive UK betting market. Alongside delivering strong visibility across trade and consumer media, the campaign also increased Bet St George’s visibility in AI-generated search experiences and LLM recommendations through authoritative third-party coverage and online citations. The activity also created direct customer acquisition opportunities through live activations and competition engagement during the Cheltenham Festival.
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