Marketing - Thursday, September 30, 2010 11:20 - 0 Comments

Paddy Power accused of guerilla marketing tactics

Irish betting chain Paddy Power has been ordered to dismantle a huge promotional sign set up near the venue of this year’s Ryder Cup golf competition.

According to marketing news source Brand Republic, a 270ft Hollywood-style sign erected outside Celtic Manor Golf Course in Newport, Wales, has led to accusations that the bookmaker was trying to divert attention from the tournament’s official sponsors.

No sooner had the sign been put up on Tuesday, than Monmouthshire County Council sought an injunction against the betting firm’s owner, also called Paddy Power.

Mr Power appeared at Cardiff County Court yesterday (Wednesday) and, despite his protests, was ordered to take down the sign down within three days.

It is not the first time Paddy Power has courted controversy in this way. Earlier this year, the firm’s marketing tactics came in for criticism after a similar sign was erected at the Cheltenham Festival.

Responding to accusations that the Ryder Cup sign was a form of guerrilla marketing, Mr Power said: “I guess it kind of is [guerrilla marketing]. There’s nothing bad about that, although if it’s on private land outside the boundary.”

Although Mr Power accepted the court’s ruling, he suggested that his company had been the victims of bureaucracy. “We are clearly the victims of bureaucratic bullies and rich golf course owners but we will respect the verdict of the court,” Mail Online quoted Mr Power as saying.

“I guess it’s a genuine case of – we fought the law and the law won,” he added.