To mark the Grand National William Hill transformed Liverpool’s St Johns Shopping Centre into a towering screen for the company’s adverts.
Lit up in blue with yellow font, the 453-foot radio tower read “William Hill. We’re grand national ready”.
“The team at St John’s are always supportive of us doing something that provides a wow factor and as Aintree races is one of the biggest global racing events, this activation certainly did that, providing William Hill with a fantastic opportunity to make a massive impact,” said a spokesperson from the commercialisation agency Shoppertainment.
“Delivering this activation on behalf of our client and working with such a high-profile company like William Hill put Shoppertainment on the map in terms of large-scale activation delivery.”
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It has been featured across print including the Daily Mirror, the Independent the Irish Mirror and more, as well as social with support from William Hill ambassadors, influencers and Everton Football Club’s Joleon Lescott.
“It was a truly winning performance. Our team worked closely with William Hill to turn things around in days – not weeks – to make the whole thing work. Collaboration was really the key here” said centre director Neil Ashcroft.
He added: “And the client won fantastic exposure from this unmissable visual showstopper. It just looked fantastic, especially against the night sky, when there were tens of thousands of racegoers in the city.”
“People always say how striking the beacon looks– this just took it and the ads to another level, literally!”, he continued.
The eventful day itself saw I Am Maximus win the race after a burst of speed in the final moments of the race.
