TAB Embraces Heritage And Leadership With Brand Relaunch

TAB Embraces Heritage And Leadership With Brand Relaunch
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TAB has undertaken a significant brand repositioning on the eve of the AFL and NRL Final Series. The relaunch, brought to life through TAB’s new We Love A Bet campaign, is designed to reinforce TAB through a new position, a new tone of voice and new creative.

Embracing TAB’s Australian heritage, the We Love A Bet campaign captures TAB’s role in the unique experience of placing a bet with TAB.

Led by a series of advertising across television, radio and digital platforms, the campaign commences on Sunday August 28.

The TV commercials feature sporting legends 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.

Tabcorp’s chief marketing officer Claire Murphy said: “TAB’s new campaign has been developed to remind customers that TAB creates more memorable experiences than anyone else.

“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 is designed to remind our customers that we offer more social experiences than digital alone. 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 twenty years ago.”

Paul Nagy, executive creative director for Clemenger BBDO, said: “As Australians we love the beach, we love a beer and we love a bet. It’s part of who we are. And there’s no brand that encapsulates this Aussie passion for betting more than TAB.”

CREDITS

Client: TAB

Chief marketing officer: Claire Murphy

General manager marketing, wagering: Simon Jarvis

Head of marketing and communications: Victoria McCrea

Agency: Clemenger BBDO Sydney

Executive creative director: Paul Nagy

Head of copy: Chris Pearce

Senior art director: Dave Lidster

Copywriter: Tom Russell

Art director: Dan Walton

Head of craft: Daniel Mortensen

Agency TV producer: Denise McKeon

Post producer/ department supervisor: Kirstin Lees

Senior sound engineer: Anthony Tiernan

Senior editor: Toby Royce

Editor: Alex Guterres

Senior print producer: Steve Tindall

Print producer: Emma Boreland

Finished artist: Anna Ballard

Senior designers: Hayley Norman, Pez Perry

Studio junior: Dave Kirk

Creative re-toucher: Giles Davies

Managing director: Emily Perrett

Account director: Francesca Clifford

Account manager: Erin Maguire

Account executive: Rachel McEwen

Planning director: Bronwyn Galvin

Production company: Plaza Films

Director: Paul Middleditch

Managing director/EP: Peter Masterton

EP/head of projects: Megan Ayers/Linda Sapier

DOP: Tristan Milani

Edit house: The Editors

Editor: Jessica Mutascio

Media: OMD

Performance digital: Atomic 212

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