The campaign, created by Billington Cartmell, will target tube and train stations in London with experiential activity encouraging staff to run an office sweepstakes with William Hill. The activity kicks off on April 1, three days ahead of the event.
William Hill has also devised 'sweepstake kits' for office workers that are available in-store. The kits will also be promoted through an advertorial in Sport magazine.
Other support will include a series of offers for customers including a free bet on the Irish lottery and gaming machine vouchers. Stores will feature Grand National POS while staff will be wearing promotional clothing.
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