32Red.com has awarded UK agency, Pepper, the contract for upgrading, recreating and rebranding BetDirect.com, the online sportsbook purchased last year by 32Red from Sportech for GBP 12 million. The new look is scheduled for completion for early next year. 32Red.com’s marketing chief, Matt Booth, awarded the task of assigning BetDirect.com a new look and feel to Pepper, saying that the two companies will cooperate on creating a unique brand that is appealing to both new and old customers. Pepper’s task is twofold: to develop a new identity for BetDirect.com and to create a communications strategy that will heighten industry and player awareness of the site. Reactivation and customer relations management are also to be part of the new platform, scheduled for release in 2007. Posted on: November 23, 2006
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