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TAB repositions brand with new campaign ahead of footy finals


TAB repositions brand with new campaign ahead of footy finals


TAB has undertaken a significant brand repositioning on the eve of the AFL and NRL Final Series.

Gambling brand TAB has started gearing up for the footy finals season with a refreshed brand positioning to be brought to life through the new ‘We Love A Bet’ campaign.

Tabcorp says the relaunch is designed to reinforce TAB’s market leadership through a new position, a new tone of voice and new creative. Creative for the campaign captures the social and memorable moments punters experience when placing a bet with TAB.

The campaign commences on Sunday 28 August and will comprise advertising across television, radio and digital platforms. The TV commercials feature sporting stars Chris Judd, Greg Hall and Mark Geyer with punters reliving the times these stars transformed a TAB bet into an unforgettable social memory, all to the soundtrack of Bon Jovi’s ‘Always’.

“TAB’s new campaign has been developed to remind customers that TAB creates more memorable experiences than anyone else,” says Tabcorp CMO Claire Murphy.

“A bet isn’t just a transaction with us, it is something more social, more entertaining and something that is in our Australian DNA which TAB has always been and will always be part of.”

The campaign launches a new strategy for TAB which celebrates what is unique about the iconic Australian brand. It will be supported by new product innovations to be unveiled prior to the Spring racing season and beyond. A major component of this approach will be an omnichannel focus, with TAB aiming to utilise their uniqueness of providing the ability to bet across multiple platforms.

“The campaign is designed to remind our customers that we offer more social experiences than digital alone,” Murphy says. “We are in pubs, clubs and on track. We create social currency. We want punters to remember that TAB has always been there as an enduring part of their lives, whether it was two years ago or 20 years ago.”


Peter Roper

Editor of Marketing and Marketing Mag from 2013 to 2017. Tweets as @pete_arrr.

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