Tatts Group unveils new betting brand ahead of multi-channel marketing campaign
Tatts Group will launch a major marketing campaign early next year after unveiling a new brand for its TattsBet business in a bid to claw back share in the wagering market.
The multi channel push, to include TV, radio, press, outdoor and digital, has been created by Hulsbosch and will see the the firm heavily promote its new identity – UBET. Its host of existing brands including TattsBet, The Tote and TAB will all be axed while its 1,400 retail outlets will also carry the new name.
The rebrand follows an 18-month project which confirmed TattsBet brands were “messed up” and holding back the company, chief executive Robbie Cooke admitted.
Unlike its competitors, the company had also failed to invest in digital, something it will now address, he said.
“We simply had to evolve as a business, so it made sense that our identity evolve with us,” Cooke said. “This allows us to re-launch with a new, unified, national brand that is more reflective of who we are.”
General marketing manager Penny Glasson, speaking to Mumbrella from the set of its TV ad shoot, said it will initially launch a brand campaign before moving into more retail driven messaging. She refused to reveal details of the TV push but said UBET will have a “unique” positioning among the “sea of sameness” in betting advertising.
“The advertising is very blokey, humour is used consistently and they all shout a retail message,” Glasson said. “We are taking a different approach.”
UBET will target a younger demographic, she said, adding that as a 52-year-old business it must be mindful of its existing customer base.
Glasson, the former national marketing manager at V8 Supercars, said it will also look to move away from its horse racing roots and expand into a wider variety of sports.
Key to the relaunch will be a greater focus on digital, an area of weakness for TattsBet and one where it has been left behind by competitors, she said.
Cooke said: “We’re proud of our wagering division’s heritage, and what the business has achieved over the last 52 years. However, in recent years the Group had underinvested in its wagering business and has been slow to adapt as other corporate bookmakers entered the market. We found that we were not keeping up with our customers’ needs, but that is all about to change.
“We’re improving every corner of the business, investing in digital innovations, our people and the brand identity, to ultimately improve the user experience, in a move to attract new customers, as well as retain our current clientele.”
To prepare for the relaunch, the company built a nine-strong marketing team all of whom have been recruited since February.
Hulsbosch said it conducted extensive research and followed punters around in a bid to better understand betting habits.
Executive creative director of Hulsbosch, Hans Hulsbosch said: “The UBET logo captures the spirit of the business and is the unique recognisable symbol of the brand. It is a dynamic, bold word mark – specially created for UBET. The short and sharp name and logo puts the customer at the heart of the experience. We have put the ‘you’ in betting.
“Celebrating a colloquial Australian term, the UBET name is also an active and confident affirmation that can deliver to and beyond expectations. A familiar and positive ‘of course’ statement. The creative device that breaks through the word mark is the distinctive ‘flash’.”
Carat are Tatts’ media agency with Glasson saying the campaign will be a multi-million dollar spend.
Steve Jones
UBET is the name of the TAB and Lotto business for the government of Malta http://www.ubet.com.mt so the name is not original. The TAB is an iconic well known and trust brand and Tatts should not change it now they will get lost with all the other online betting websites like Luxbet, unibet sportsbet ect what a total waist of money.
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Interesting move. Seem to be shifting from a heritage position with big credence to the quagmire of all the myriad of new entrants. It sounds very similar to all the other brands so will be reliant on execution as the name is so close to all the others. Will reserve a bit of judgement until the launch but a poor start.
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Nothing innovative here, just becoming one of the pack of newbies. Need to be very careful not to alienate there current core base or they could send them to the myriad of competitors.
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