Racing and Wagering WA and The Brand Agency launch new TABtouch brand campaign
This week saw the launch of a new brand platform and advertising campaign for TABtouch, developed in partnership with Racing and Wagering WA and The Brand Agency.
The campaign’s timely launch in the run up to the Spring Racing Carnival, talks to how TABtouch ‘Betters the bet’, promoting the fact that TABtouch reinvests profits to support the WA racing industry and sports clubs, with a strong focus also bettering the customer experience. The brand platform and unique value proposition was developed as a result of extensive research, by market research company Painted Dog, that sought to understand what punters thought of betting providers and to identify how TABtouch could be distinct.
The campaign creative is designed to have maximum appeal, showcasing each racing code (thoroughbreds, harness and greyhounds), players from a local footy team, key racing venues (Ascot and Gloucester Park) and even a local pub TAB, The Gate. The TV ads challenge the audience to think about whether corporate betting providers do the best by the industry.
As part of the Spring Carnival, the campaign will be complemented by retail advertising designed to drive response. This fully integrated campaign will run across TV, radio, digital display, outdoor, in venue, social media and search.
“The development of the brand and this launch campaign centred around the honest truth of what we’ve been doing for years, making WA better,” said General Manager Wagering, Mike Saunders. “It’s a position the competitors cannot match and it lines up perfectly with our planned improvements for “bettering” the customer experience with TABtouch. We’re incredibly proud to have launched the evolution of the TABtouch brand at WA’s latest sporting icon, Optus Stadium”.
Nick Bayes, General Manager at The Brand Agency added, “In probably the most competitive market there is, in partnership with RWWA, we have re-defined the TABtouch brand to educate the market about the fact that TABtouch is different to all other betting providers. Rather than just taking, it gives back to the community and funds the racing industry. It literally betters your bet.”
CREDITS
Client: RWWA
General Manager, Wagering: Mike Saunders
Manager, Wagering Marketing: Louisa Ross
Creative Agency: The Brand Agency
Executive Creative Director: Marcus Tesoriero
Head of Art: Nathan Teoh
Creative Director: Steve Straw
Agency Producer: Sally Gibson
Strategy: Alison Ray, Vanessa Bush
Media: Angela Naaykens, Kate Brooks
Account Management: Alison Kelly, Sarah Kappeler
Production Company: Beautiful Pictures
Director: Mike Oldershaw