303 Lowe ‘Ups the game’ for TAB in WA
303 Lowe has ‘upped the game’ for Western Australia’s TAB in a rebrand and marketing campaign including a 90 second TV spot.
In an effort to enhance the TAB’s local connections, the ad focuses on local landmarks with a hero on horseback riding through Perth’s sporting landmarks such as Belmont Park and the football stadium.
The ‘Upped the game’ campaign is the TAB’s first rebrand in 15 years and was launched this week along with TAB’s new online offering ‘TAB Touch’, TABradio and the TABform newspaper. It is supported by point of sale advertising as well as print, outdoor and digital.
Alister Shennan, general manager of marketing at the TAB, said: “This campaign redefines who we are as a brand and reinforces our leadership position in the market. It’s the kind of move that only a leader could make and is a sign of our commitment to improving our offering for our loyal punters in WA.”
On developing the campaign, Derry Simpson, head of strategy and planning at 303 Lowe, said: “With ever-increasing competition and an ageing customer base, our challenge was to redefine the TAB for a younger punting audience and celebrate the brand’s iconic status in Western Australia. It’s a new platform and a long term strategy for the TAB, which we will be rolling out over the next few years.”
Credits
Client – TAB (Racing and Wagering WA)
Agency – 303LOWE
Head of Planning – Derry Simpson
Business Director – Todd Baker
Creative Director – Richard Berney
Agency Producer – Kelly Dobbin
Co-Producer – Renier Ridgeway (Silver Lining Productions)
Co-Producer – Kate Downie (Beautiful Pictures)
Director – Michael Mathews
Business Coordinator – Jessica Bunney
Senior Planner – Bart Hodgen
Like it.
User ID not verified.