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May 10, 2007
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Betfair unveils hi-tech 'runner' at Grand National




Leading online gambling company Betfair unveiled a new breed of thoroughbred at the 2007 Grand National – a hi-tech mobile display unit set to tour major UK sporting events.
 
The sophisticated touring unit, custom-made by marketing road show specialists Event Marketing Solutions (EMS), is kitted out with 19 TV screens – including a giant 50-inch plasma screen – wireless internet access and live Sky Sports coverage.  
 


Befair's mobile Grand National experience 


Housed in a 9.7 metre by 6.6 metre Betfair-branded vehicle, it attracted thousands of punters during the three-day Aintree event – enabling them to watch the races in style and find out more about the company's betting exchange concept.  
 
The impressive vehicle was specified and produced by EMS in just 12 weeks. Following its successful debut at Aintree, it will be visiting other major sporting events across the UK and Ireland – including cricket matches at Lords and Headingley and racing at Punchestown racecourse.
 
"A major challenge for this project was how to bring to life an online brand – creating a distinctive personality that would stand out in a competitive, face-to-face marketing environment,” said EMS managing director Keith Austin. “We delivered a stunning unit that captures all the excitement of a major live sporting event, using the latest technology to showcase Betfair's innovative online service.
 
"I am particularly proud of the fact that we delivered such a complex project to a very tight timescale – just 12 weeks from initial brief to delivery – without in any way compromising the quality of the end product," he added.
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The unit was officially unveiled by Betfair's chief financial officer Stephen Morana on the first day of the three-day Grand National meeting.
 
Commenting on the campaign, Morana said: "EMS provided a first-class service to us on this important project – managing every detail, big and small, to produce an impressive unit that was a real hit with visitors."  


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