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Putin your bets on

13 March 2017 | Lloyd Hughes

Being a Cheltenham based agency (well just outside), the Cheltenham Festival is pretty much inescapable for us.

Inescapable for me because I bloody love it, while half the team’s route to and from work is in for some serious disruption over the next few days thanks to the flood of incoming racegoers.

I don’t tend to get excited by things, being very much of the stiff upper lip variety. However, Festival week is definitely the exception.

For the first Festival week in many a year though I’m not going – mainly because I’m in Edinburgh for the entirety. But, despite this traumatic fact, the excitement around it is still bubbling away, having booked Friday off work from midday onwards so as to enjoy the Gold Cup.

I am pretty mad for Cheltenham, but one firm that always goes #CheltMental (as its social media team likes to call it) is Paddy Power. Well, Paddy Power and every betting firm pretty much.

But PP has been quick out the blocks this year marrying horses with politics and opting to parade a Putin lookalike (in the loosest terms) on a horse alongside Donald Trump in central London today and using the line ‘putin your bets on’ to help highlight its festival odds.

Paddy Power is well known for its horse racing related stunts, and indeed general stunts but pretty much every bookie will be looking to jump on to the back of the Cheltenham publicity wagon at this time of year.

Paddy Power played its hand first, but you can be certain it won’t be the only one to try and drum up some column inches and social media commentary.

We’re looking forward to a week of racing and racing related PR stunts, while hoping Cue Card romps home in first place come Friday.