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Better Collective Spotlight: Using broadcasts to build Cheltenham engagement Share
Shane Anderson, Senior Director of broadcasting at
Better Collective – played an integral role in engaging with punters on a multi-platform level.
Ahead of this year’s
Cheltenham Festival, which will take place without spectators, Anderson believes that Better Collective’s Jump To It show can help deliver engaging insights for racing fans while also ‘reigniting the passion’ for sports.
SBC: First of all, what was the thought process behind establishing a Broadcasting Unit within Better Collective?
SA: Video, audio and social media is really at the heart of the content journey, whether you are looking at editorial or branded content. Audiences want more of it. Additionally, our partners want more of it. We need to be active on the platforms that people choose, developing a multi-platform content strategy to reach as big an audience as possible for our brands.