BetEasy has rebranded to CrownBet, launching a new campaign via GPY&R last night.
The new brand represents the combination of Crown’s global integrated resort company and the largest Australian owned online wagering company.
Ed Owens, CMO of CrownBet said: “The campaign will work to build both immediate and high levels of awareness and registration.
“With the combined technology and sporting knowledge of this brand, we really are going to change the game for online wagering.”
CrownBet, chief executive officer, Matthew Tripp, added: “The new CrownBet name and branding further solidifies our ties to the iconic Crown Resorts brand. The synergies between CrownBet and the Crown Signature Club will provide unparalleled value to our respective customer bases and new members.”
Julian Bell, GPY&R managing partner, said: “It’s a rare privilege these days to launch a big, serious Aussie brand… and it’s been one that GPY&R has thoroughly enjoyed. It’s particularly exciting to work with a team that can blend such deep sporting knowledge with technological innovation. They’re a great team to work with.”
The campaign will be led by Brand, Autumn Racing and AFL 30 sec TVCs, backed by a fully integrated national campaign.
CMO, CrownBet: Ed Owens
Head of Brand, CrownBet: Alana Mason
Group Account Director: Ella Ward
Account Director: Paige Prettyman
Snr Account Manager: Emma Lazarou
ECD: Ben Coulson
Creatives: Luke Simkins, Charles Bayliss, Joe Sibley, James Wills
Executive Producer: Romanca Jasinski
Producer: Eliza Malone
Production Company: Finch
Director: Nic Finlayson
Executive Producer: Corey Esse
Producer: Cath Anderson
DOP: Crighton Bone
Post Production: The Butchery – Phil Horn/ Matt Evans/ Kate Guest
The Refinery – Eugene Richards/ Martin Greer/ Kali Bateman
Crayon – Garett Mayow/ Cedric Austria/ Richard Osellame
Music Supervisor: Karl Richter – Level Two music
Sound design: Paul Baxter – Risk Sound