It is looking for 50 top poker players to take part in a week-long tournament taking place in mid-October, which will be filmed and televised on Sky early next year.
The campaign, created by direct marketing agency Prego, kicked off last month. A direct mail pack has been sent to a targeted base of recognised poker players on William Hill's database, alongside an email marketing drive. This is aimed at prompting players to go online to try their luck at winning a place at the tournament. It also invites them to participate in off-line qualifiers, which are being held at four casinos nationwide.
Prego has worked with William Hill for the last four years, and earlier this year created a direct mail pack for the brand in the run up to the Cheltenham Gold Cup, giving recipients the chance to win a free £5,000 bet.
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