It seems that bookmaker Paddy Power has run out of its ‘luck of the Irish’ after its latest PR stunt insulted Cheltenham Festival organisers.
What is this offending article? A 60-ft pair of pants. Yes, you heard me -pants.
Paddy commissioned a giant airship to float above the race track – to give punters some of the best seats in the house (albeit in the air.) But it’s not about their customers at all; it’s just a brand attack on a prestigious event.
Thankfully, it didn’t last long. Cheltenham organisers liaised with the Civil Aviation Authority and requested Paddy to take his pants down – despite the light aircraft being tethered to a private garden.
A spokesperson for Paddy Power maintained that the stunt didnt infringe on people’s enjoyment of the races and made clear that the pants would fly again.
I can’t fault Paddy for its winning formula for demanding media attention, but this latest move just reeks of desperation. I don’t believe a brand like this has to ‘do’ cheap – it’s much smarter than that.
So, pants on, belt up and do things properly next time. Agree?
