Latest News
Check out some of the latest updates here, including recent blog, podcasts and case studies!
30/09/2025
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Latest Blogs
The Creative Developments of the British Horse Racing Industry
Junior Designer Matt Ogden has a deep dive into how the look and feel of horse racing has changed in this country.
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24/09/2025
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Latest Blogs
What is Digital PR?
The practice of public relations has changed dramatically over the past decade. Once defined by press cuttings and broadcast mentions, PR now lives in a digital-first world where the most important touchpoints for a brand are often online. This shift has given rise to what is now widely known as digital PR, an approach that combines the principles of traditional public relations with the tactics of search engine optimisation and digital marketing.
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11/09/2025
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Latest Blogs
Bridging the gap between studios and players
Behind every great slot game is a talented team of people who ensure it gets the best start to life possible. However, one core group has traditionally been underutilised and left to operators to focus on: the players.
In recent years, Square in the Air has flipped the narrative and successfully bridged the gap between studios and players, becoming the first and only agency to ensure that slot studios’ major releases get the attention they deserve via market-leading affiliates and streamers.
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04/09/2025
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Why Football Clubs are Redesigning their Badges
Our graphic designer, Jamie Chitson, explores why football clubs are redesigning their badges and how clubs navigate the tension between history and innovation.
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02/09/2025
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Latest Blogs
B2C Diary August 2025
Senior Account Manager Inigo Grose recaps the best bits of the B2C’s teams work from August.
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26/08/2025
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Latest Case Studies
Codere Sponsorship Comms
Codere Online's front-of-shirt sponsorship of Club de Fútbol Monterrey during the FIFA Club World Cup represented a strategic milestone in sports marketing for the company.
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20/08/2025
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Latest Blogs
Design That Wins at SBC Lisbon: How Squ...
Lisbon’s about to get a serious dose of energy next month when the SBC Summit hits town. Thousands of brilliant minds in sports betting and iGaming will swarm the conference halls, pitching, networking, and chasing big opportunities.
In such a high-energy, competitive environment, one thing is certain: your brand needs to cut through the noise.
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11/08/2025
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Latest Blogs
Best of Horse Racing Social Media
Teddie Bateman reports on the best bits of recent social media from the world of horse racing.
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25/07/2025
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Latest Blogs
A Creative Review: Women’s Euro 2...
Our Graphic Designer, Jess, takes a deep dive into this year’s Women’s Euro 2025 lineup graphics, evaluating and ranking each team's outputs based on creativity, functionality, and overall visual appeal.
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21/07/2025
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Latest Blogs
SITA at iGB L!ve
iGB L!VE London brings the iGaming industry together, connecting decision-makers from iGaming operators, affiliates and suppliers in one place at one time.
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09/07/2025
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Latest Case Studies
Bandai Namco Amusement Europe
BNAE aimed to significantly expand its corporate messaging and content to reach a broader audience.
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09/07/2025
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Latest Blogs
B2C Diary June 2025
Account Executive Joe Clark rounds up the B2C team’s highlights from June.
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30/06/2025
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Latest Blogs
The Psychology of Logo Design
Our graphic designer, Armen Olivar, explores the psychology behind logo design and how it shapes emotions and influences audience decision-making.
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30/06/2025
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Latest Case Studies
Hong Kong Jockey Club Creative Directio...
The Hong Kong Jockey Club are a multi-billion pound organisation that recorded a staggering £12.8billion in horse racing wagering in the 2023/24 season.
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26/06/2025
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Latest Blogs
How SITA made William Hill the face of ...
Account Executive Paddy Crossan examines how the B2C team launched client William Hill to the centre of speculation on the Next Pope.
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25/06/2025
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Latest Blogs
SBC Summit Malta
The middle of June saw two of our B2B team head off to Malta for the SBC Summit, hosted at the InterContinental. A two-day summit of panel discussions, presentations, and exhibitions awaited Matt Chambers and Sam Goodall.
An island hub for the industry, it gave our team a chance to connect with existing clients, reunite with old friends, and forge new relationships across the betting and gaming space.
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20/06/2025
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Latest Blogs
AI in content – Taboo or To Do?
During a call with one of our partners last week, unexpectedly, we found ourselves having an interesting discussion around the use of AI in marketing content. It’s one that I suspect I will be having again with other clients in the not too distant future.
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09/06/2025
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Latest Blogs
A Day in the Life of a B2C Team Member ...
If you’ve ever wondered what it’s actually like working in digital PR – specifically in the world of sports betting, ambassadors, social content and consumer news – here’s a glimpse into a typical (and slightly busy) Thursday in our team.
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06/06/2025
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Latest Case Studies
William Hill Sports Book of the Year
Working with William Hill to publish over 200 individual pieces of coverage for the Sports Book of the Year Award.
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03/06/2025
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Latest Blogs
Website Development: Completed Projects
Our web developer talks us through some of our recent launches.
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29/05/2025
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Latest Case Studies
White Hat Studios: Creative Direction &...
Creative direction and animation for White Hat Studio’s video at the SBC Infinity Party.
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07/05/2025
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Latest Case Studies
Oche180 Creative Direction and Website
Our design team was tasked with developing a brand identity and website design for a darts journalism company with over 30 years of award-winning coverage in the sport.
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02/05/2025
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Latest Case Studies
Arrow’s Edge Branding & Webs...
We’re proud to showcase our latest retained client project — the launch of a striking new brand identity and website for Arrow’s Edge, delivered in collaboration with the creative team here at Square in the Air.
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24/04/2025
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Latest Blogs
Golf betting: From mulligans to monetis...
Junior Account Executive Luke Duffy takes a look at the changing landscape of golf marketing and the rise in betting on golf.
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14/04/2025
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Latest Blogs
The Impact of a Rebrand
Our Senior Multimedia Designer, Gurdain, examines how Jaguar's shift to an all-electric future and its subsequent rebrand can influence the trajectory of your own brand.
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11/04/2025
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Latest Blogs
B2C Diary March 2025
Account Manager Ed Culham recaps on the best bits of work from a busy March for the B2C team.
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08/04/2025
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Latest Case Studies
Inspired – Translated Thumbnails
Inspired offers an expanding portfolio of content, technology and games to approximately 35 jurisdictions and over 170 websites.
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19/03/2025
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Latest Blogs
B2C Diary February 2025
Senior Account Manager Rob Ellis updates on the B2C team’s major bits of work in February.
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18/03/2025
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Latest Blogs
Why are websites essential for your bra...
Our Senior Brand Designer, Alex, explores why websites are crucial to your brand's arsenal. He delves into the key elements of a well-designed website, how to optimise it for success, and how it caters to different user needs.
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13/03/2025
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Latest Case Studies
Irish Poker Open
Our design team were tasked with developing a new creative direction and digital presence for one of the biggest poker events in Europe ahead of their 2025 event.
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10/03/2025
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Latest Case Studies
Star Sports Affiliates Website
The UK’s leading luxury bookmaker, Star Sports was launched as Star Racing in 1999 and is a legacy bookmaker with 25+ years’ brand recognition.
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10/03/2025
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Latest Case Studies
William Hill
A long-standing PR campaign to promote the best of William Hill’s Up Front with Simon Jordan podcast series to UK media.
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05/03/2025
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Latest Case Studies
RubyPlay
Since 2023, we’ve been supporting and showcasing RubyPlay's growth trajectory through various press releases, editorials and interviews.
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04/03/2025
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Latest Blogs
PR and Sports Calendar 2025
Our B2C team pull together the sports calendar for 2025.
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10/02/2025
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Latest Blogs
B2C Diary January 2025
Account Executive Joe Clark updates on the B2C team’s best bits of work from a busy January.
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07/02/2025
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Latest Blogs
Jake’s Take: Super Bowl 59
With Super Bowl LIX just around the corner, this rematch between the Kansas City Chiefs and the Philadelphia Eagles promises excitement. While the matchup may not be the freshest storyline, both teams have proven they deserve a spot on the biggest stage in football. It also is the biggest sports wagering event of the year, as Americans are expected to wager over $1.5B on the big game as now over 225 million Americans have access to legalized and regulated sports betting.
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04/02/2025
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Latest Case Studies
GiG Ice Stand Animations
Leading creative and development of GiG’s main screen on their bespoke stand at ICE Barcelona 2025.
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31/01/2025
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Latest Blogs
The Importance of Strategy in Design
Creative Director Ellen Kerbey shares some tips on how tailoring your marketing campaigns to your target audience can set you apart from your competitors.
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28/01/2025
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Latest Blogs
Betting and Showbiz
Junior Account Manager Charles Orchard looks into the rise of showbiz betting and how betting markets have become a key narrative tool for showbiz media.
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17/12/2024
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Latest Blogs
Christmas Marketing Campaigns 2024
Account Executive Paddy Crossan gets into the festive spirit by looking at whether some famous brands have hit the mark with their Christmas marketing campaigns this year.
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04/12/2024
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Latest Blogs
B2C Diary November 2024
Junior Account Executive Ed Imi looks back on some of the Square in the Air B2C team’s best work in November.
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08/11/2024
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Latest Blogs
Creative Inspiration
We asked our SITA creatives who or what inspires them on a daily basis and why?
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06/11/2024
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Latest Blogs
B2C Diary October 2024
The days may be growing shorter as autumn settles in, but it was full steam ahead for the B2C team in October. Senior Account Executive Charles Orchard shares a handful of highlights below.
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25/10/2024
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Latest Blogs
2:25 Cheltenham | squareintheair.com Ha...
Cheltenham is back and we’re excited to once again be sponsoring at the Showcase Meeting. Whilst our Chairman, Bill Esdaile, is busy tipping winners in City AM’s weekly The Punter column, we’ve called on another SITA racing nut to preview our race this Friday…
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22/10/2024
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Latest Blogs
Horses to follow: 2024/25 Jumps season
At SITA we work with some of the biggest names in National Hunt racing, and Account Manager Inigo Grose has spoken to them to find out their horses to follow this Jumps season.
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07/10/2024
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Latest Blogs
B2C Diary September 2024
Junior Account Executive Jamie Woollen updates on the B2C team’s best bits of work from September.
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03/10/2024
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Latest Case Studies
Tech Vault Brand Identity
The best kept secret in Vermont. Tech Vault provides Data Center Co-location, Cloud Services, Disaster Recovery, Storage, Security, and Consulting Services for all sized businesses in the state of Vermont.
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19/09/2024
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Latest Blogs
Best bits of horse racing social media
Junior Account Executive Joe Clark picks out some of the best bits of recent horse racing content from across social media.
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06/09/2024
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Latest Blogs
B2C Diary August 2024
Junior Account Manager Ed Culham recaps some of the B2C team’s best bits of work from August.
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19/08/2024
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Latest Case Studies
AK Bets Game Changing
A whirlwind year promoting the most exciting and innovative new sportsbook in the UK & Ireland
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15/08/2024
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Latest Blogs
PR Tips: Understanding what media want
Senior Account Director Tom Sweetman shares a few key PR tips…
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07/08/2024
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Latest Blogs
B2C Diary July 2024
July was a busy month of activity, one where football came home…well sort of, as Senior Account Director Tom Marriott reports.
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07/08/2024
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Latest Case Studies
Realistic Games PR, Video, streamer and...
To help evolve Realistic’s brand to align with its new game production strategy
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30/07/2024
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Latest Blogs
Square in the Air appoints Ben Cleminso...
Ollie Drew becomes Chief Operating Officer; Robin Hutchison Chief Commercial Officer as Founder and former MD Bill Esdaile moves into Chairman role
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19/07/2024
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Latest Blogs
Paris 2024: Best marketing campaigns
Junior Account Executive Paddy Crossan picks out some of the best Paris 2024 marketing campaigns.
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17/07/2024
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Latest Case Studies
Push Gaming Streamer Campaign
The globally prominent provider utilised popular slot streamers to increase brand awareness for its new titles.
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17/07/2024
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Latest Case Studies
HappyHour.io Founder Showcase
The Future of iGaming: HappyHour location video shoots
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09/07/2024
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Latest Blogs
B2C Diary June 2024
June saw SITA’s B2C team producing content and coverage for a host of different clients, as Senior Account Manager Rob Ellis reports.
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26/06/2024
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Latest Blogs
Three of the best Euros PR campaigns
Account Executive Ed Imi picks out his favourite PR campaigns of this summer’s Euros.
In response to the growing Euros-fever ahead of this summer’s Championship in Germany, many companies were quick to jump on the bandwagon and create some engaging campaigns to capitalise on the hype. We take a look at three of our favourite Euros-related campaigns.
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19/06/2024
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Latest Case Studies
BetVictor Digital PR
A strong month of Digital PR activity and the building of a rich variety of backlink profiles for sports betting brand BetVictor.
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14/06/2024
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Latest Blogs
EURO 2024 Posters
As the 2024 European Championships kick off this weekend, the design team have been exploring some matchday posters for a selection of participants.
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05/06/2024
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Latest Case Studies
Star Sports Creative Direction
Expanding and refining luxury bookmaker advertising materials
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05/06/2024
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Latest Blogs
B2C Diary May 2024
May signals the return of warmer and longer days, heralding the early whispers of summer, and the B2C team certainly made full use of the balmier evenings with a series of shoots, race meets and football matches across our ever-growing list of clients.
Senior Account Executive Charles Orchard breaks down some notable highlights for the team over the past month.
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29/05/2024
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Latest Case Studies
White Hat Studios PR, Video & Desi...
To create a clear and consistent look and feel for White Hat Studios, as well as raise awareness of the new company’s offering.
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28/05/2024
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Latest Blogs
Politics PR: Acting on the odds in a ke...
Junior Account Manager Ed Culham looks at a few ways of securing coverage of political odds in a range of titles.
Rishi Sunak vs. Keir Starmer, Joe Biden vs. Donald Trump (if he’s not imprisoned), this year is a huge one politically with both the UK and US elections on the horizon – the latter set to take place on 4th July.
Political odds are often popular with journalists, offering a different perspective to the polls and political punditry within their existing coverage. For our clients, political moments offer the chance of driving significant coverage, when executed effectively within our wider PR strategy.
Here are some successful techniques you can deploy to drive coverage and traffic in response to developing political stories.
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20/05/2024
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Latest Case Studies
AK Bets The Checkout
Our team produced "The Checkout" series, featuring darts icons Russ Bray, Adrian Lewis, and Stephen Bunting; hosted by Sky Sports presenter Emma Paton.
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14/05/2024
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Latest Case Studies
William Hill Creative Activation
A showpiece visual creative activation in Liverpool, to celebrate the Grand National – a race like no other – on behalf of William Hill, official betting partner.
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13/05/2024
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Latest Case Studies
Rhino.Bet Partnership Content Series
An eight-part social content series to celebrate Rhino.Bet’s landmark partnership with Dartford FC, displaying the skills and personalities of the Men’s and Women’s teams through a set of novel challenges.
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10/05/2024
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Latest Blogs
B2C Diary April 2024
Senior Account Director Tom Sweetman takes a look back on a major campaign for SITA’s B2C team last month.
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29/04/2024
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Latest Blogs
Adobe MAX: The Future Is AI
Junior Developer Thomas Deveney recaps on the recent Design team outing to Adobe Max London, In which provided numerous updates to the Adobe Suite and insightful sessions largely centred around AI.
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23/04/2024
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Latest Case Studies
Kennet Valley Brand and Website
Kennet Valley Thoroughbreds, launched in 1988, is a pioneer of professional racehorse syndication management in the UK. In 2023, there are around 15 horses running in its colours, highlighted by the Royal Ascot-winning and Group 2 winner Sir Busker.
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22/04/2024
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Latest Blogs
PR Tips: Know your audience
Senior Account Manager Charlie Robertson shares a few of his PR tips.
Having been at Square in the Air for over six years I’d like to think I’ve picked up a few helpful tips along the way which have helped our clients with brand identity and recognition. PR is an ever-evolving beast which makes it an exciting and, at times, unique industry to work in. It takes you to some pretty cool places and allows you to work with some amazing people.
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12/04/2024
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Latest Blogs
Mark Armitage joins Square in the Air l...
Former Kindred Group and William Hill executive appointed to establish and drive the agency’s Performance Marketing division
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09/04/2024
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Latest Blogs
B2C Diary March 2024
Account Executive Kitty Waddell wraps up the SITA B2C team’s best bits of work last month.
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21/03/2024
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Latest Blogs
Takeaways from the 2024 Cheltenham Fest...
Senior Account Director Tom Marriott with three quick picks of PR activity at this year’s big Jumps meeting…
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20/03/2024
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Latest Podcasts
Disc Jockeys: #7 Jim Culloty
We talk to some of horse racing’s top personalities about their favourite songs and most memorable moments from their careers.
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12/03/2024
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Latest Podcasts
Disc Jockeys: #6 Neil Callan
We talk to some of horse racing’s top personalities about their favourite songs and most memorable moments from their careers.
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05/03/2024
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Latest Blogs
B2C Diary February 2024
February was a busy one for SITA’s B2C team as we produced lots of engaging content for our clients. We had boots on the ground covering the highly anticipated Saudi Cup, a darts shoot with AK Bets, PR for the William Hill Sports Book of the Year Award, as well as the launch of Square in the Air’s very own brand-new podcast, Disc Jockeys, in aid of the Injured Jockeys Fund.
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05/03/2024
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Latest Podcasts
Disc Jockeys: #5 Mattie Batchelor
We talk to some of horse racing’s top personalities about their favourite songs and most memorable moments from their careers.
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05/03/2024
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Latest Blogs
PR Tips: Awaken your creativity
“Come with me, and you’ll be, in a world of pure imagination.”
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26/02/2024
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Latest Blogs
Navigating PR: A futuristic outlook
Only a month into 2024, the realm of public relations continues to evolve amidst the backdrop of high-stakes political discourse, the rise of artificial intelligence and the constant evolution of social media. Senior Account Executive Charles Orchard gives some trends to look out for in the PR and communications industry throughout 2024.
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26/02/2024
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Latest Podcasts
Disc Jockeys: #4 Peter Scudamore
We talk to some of horse racing’s top personalities about their favourite songs and most memorable moments from their careers.
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26/02/2024
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Latest Podcasts
Disc Jockeys: #3 Barry Geraghty
We talk to some of horse racing’s top personalities about their favourite songs and most memorable moments from their careers.
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26/02/2024
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Latest Podcasts
Disc Jockeys: #2 Harry Cobden
We talk to some of horse racing’s top personalities about their favourite songs and most memorable moments from their careers.
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06/02/2024
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Latest Podcasts
Disc Jockeys: #1 Tom Scudamore
We talk to some of horse racing’s top personalities about their favourite songs and most memorable moments from their careers.
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11/01/2024
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Latest Case Studies
Fairplay Social Creative
Creating a brand identity for the sports betting start-up Fairplay, to use ready ahead of their 2023 launch. The project included a comprehensive brand guideline document, pitch decks, a website landing page and a variety of brand assets for social media.
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05/01/2024
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Latest Blogs
B2C Diary December 2023
December at Square in the Air was filled with festive cheer as well as plenty of hard work across clients as we ended 2023 on a high. From jetting over to Hong Kong to promote two of their biggest race days, to filming with influencers and some big names in the darts and racing worlds, December was another memorable month for SITA’s B2C team.
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13/12/2023
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Latest Blogs
The Best Christmas Campaigns
Junior Account Executive Paddy Crossan has entered into the festive spirit to bring you the best and worst Christmas advertising and marketing campaigns of 2023… Do you agree?
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23/11/2023
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Latest Blogs
Frankie Dettori: A dive into World Pool
Senior Account Director Tom Marriott reviews Square in the Air’s 2023 activity with World Pool, focussing on the use of brand ambassador Frankie Dettori.
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05/11/2023
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Latest Blogs
B2C Diary November 2023
November was a busy month as ever for the B2C team, with plenty going on both in and outside of the office. Our team have been travelling all over the country to deliver a wide variety of content to our audiences, driving traction, impressions and creating headline-grabbing attention for our ever growing range of clients.
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01/11/2023
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Latest Blogs
B2C October Diary 2023
It was a month of ‘new’ this October, with the start of a new racing season, the launch of several new TV shows, and a boat-load of new connections made that kept the B2C team busy this month. And we’ve relished every jump, fry-up, beer and samba along the way…
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18/10/2023
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Latest Blogs
The Best NFL London Campaigns
The UK is one of the fastest-growing markets in the world for the NFL, with 14.3 million fans – 20% of the UK population. As part of this ever-expanding phenomenon, the international series has taken off with games all over the world, with Mexico and most recently Germany getting in on the act. The majority, though, have been played in London and there has to be a strong chance that we’ll see a UK-based franchise sooner rather than later. The three games played in London this year have been hugely popular and with sponsors clambering to get involved, we’ve taken a look at the most eye-catching PR campaigns associated with them.
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25/09/2023
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Latest Blogs
The Best Rugby World Cup Campaigns
The Rugby World Cup is one of the biggest events in the sporting calendar, so it is no surprise that brands and sponsors are keen to get their name out there with endless promotional stunts and marketing campaigns. Here we take a look at four eye-catching campaigns, from fun, lager-themed fanzones to touching emotional messages from some of the game’s toughest competitors.
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03/09/2023
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Latest Blogs
B2C Diary September 2023
September was another busy month at Square in the Air Towers for the B2C team as we worked on a number of exciting campaigns, projects and shoots for our clients. For a flavour of the sort of thing we’ve been up to over the past month, read on to discover more below.
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16/08/2023
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Latest Blogs
The Best Tweets Around The World
Junior Account Manager Ed Culham looks at some eye-catching social media stories from around the horse racing world.
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07/08/2023
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Latest Blogs
The Best of Design in August
NFL 23/24, Rugby World Cup and Nikon AI! Read on to find out what projects have inspired our team recently.
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23/07/2023
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Latest Blogs
The Best Womens World Cup Campaigns
The Women’s World Cup may be the biggest women’s sport event on the planet, and the Lionesses may have experienced an incredible uplift in momentum over the last few years… yet for many corners of the marketing industry it’s been an oddly-quiet summer. Granted, up until last month not even broadcasting deals for much of Europe had been agreed, so it’s likely that as the tournament progresses more brands will activate, including official sponsors such as McDonalds, Budweiser or Unilever. But from those early campaigns we’ve seen, which stood out to us and why? Let’s takes a closer look at some of the best examples across the globe as well as closer to home.
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13/07/2023
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Latest Blogs
The Best Summer Marketing Campaigns
We’re always looking at marketing campaigns in the B2C team; whether to find inspiration or to learn what makes the market tick currently, there’s a lot we can pick up from both trends or more individual ideas. Here are some of our favourite campaigns of the summer so far.
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