as divisions of Gala Coral. In July 2009, Coral announced the relocation of their broadcasting department to Milton Keynes to a purpose built studio to manage the inception of its new television channel, Coral TV. In May 2010, Coral bookmakers launched the Coral Dugout which was designed to offer in-depth football knowledge from ex-Premier League referee Graham Poll and sports presenter Jeff Stelling during the FIFA World Cup 2010. In November 2011, Coral announced they had signed for 30,793 sq ft of offices at One Stratford Place at Westfields £1.45bn Stratford City scheme opposite the Olympics stadium in east London. In November 2016, Gala Coral was acquired by Ladbrokes, which changed its name to Ladbrokes Coral. Coral and Ladbrokes shops continued to operate under their respective names. GVC Holdings acquired Ladbrokes Coral in March 2018. Marketing and advertising As part of their experimental marketing campaign strategy, Coral engaged in the ‘RUN 4 IT’ campaign, requiring brand ambassadors dressed in trademark robber costumes, to physically ‘steal’ customers from competitor bookies. Over the course of this three week campaign, punters were encouraged to change their betting habits with the lure of a guaranteed win loyalty card and then walked by the ambassadors to the nearest Coral. This campaign saw a 7% conversion rate and 2,447 customers were ‘stolen’ from 900 bookies. References Bookmakers Gambling companies of the United Kingdom British companies established in 1926 Entain