Beteasy rebrands as Crownbet with new campaign by GPY&R

Online betting agency BetEasy has announced a major rebrand to CrownBet, launching a new campaign from creative agency GPY&R Melbourne last night.

The new brand bring the company in line with rest of Crown’s assets, after billionaire James Packer bought into the company in December last year. 

“The campaign will work to build both immediate and high levels of awareness and registration,” said Ed Owens, marketing director of CrownBet. “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 said there would be synergies in the new name and playing to the link to Crown’s resorts and casinos.

“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.”

The new ad campaign focuses on the connection between sport and technology highlight that Crownbet has “wagering’s most advanced mobile app, Crownbet gives you superior odds and a superior betting experience.”

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


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