Hulsbosch Creates New Name & Look For Tatts Group

Race for the prize of the
SHARE
THIS



Tatts Group, provider of wagering, lotteries and gaming products and services in Australia has unveiled its new wagering brand identity created by branding and design agency, Hulsbosch.

The new name and visual masterbrand – UBET – will be launched in early 2015.

UBET

The rebrand comes as the business undergoes a transformation to reclaim its leadership position in one of the country’s most highly competitive consumer sectors.

Currently known as TattsBet, the sports and race betting providers have more than 1,400 retail outlets across Queensland, South Australia, Tasmania and Northern Territory, as well as a national presence through online, mobile app and phone services.

UBET, as a singular masterbrand will unify all brand communications as well as developing a clear and consistent market presence.

The comprehensive and strategic repositioning has been more than 12 months in the making to create the consolidated brand identity.

Hulsbosch and the Tatts Group marketing team undertook a significant research project to understand the perceptions of current customers, other punters, Tatts Group staff as well as looking at the wagering marketplace both at home and abroad.

Qualitative research conducted by Hulsbosch, critically informed the strategy outcomes. Real punters contributed to focus groups across Queensland, NSW, Victoria and South Australia with a national online study providing knowledge on customer usage and attitudes.

Hulsbosch produced an extensive international best-practice study in wagering within the UK, Canada and France. However essential information was discovered from the 800+ Tatts Group staff members and completion of an extensive online survey; and workshops were also completed with Tatts Group staff.

It was revealed a fresh approach for the category was required to maintain the brand’s high awareness levels, market competition and overcome a misaligned brand structure across offline and online channels.

CEO and managing director, Robbie Cooke said: “We simply had to evolve as a business, so it made sense that our identity evolve with us. This allows us to re-launch with a new, unified, national brand that is more reflective of who we are.

“For our loyal customers, we are driven to deliver an exhilarating betting experience at every level; at the racetrack, in pubs and clubs, and through all our communication.

“The result is something we can be proud of. It is reflective of our customer-focused approach, putting them at the heart of what we do.

“We’re rallying behind a masterbrand strategy that positions our entire business and stands out as a powerful and enduring stamp that sets us apart from our competitors. We believe the new positioning, name and identity are key contributors to our wagering business evolution and sets a strong framework for the future.”

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’.”

The UBET identity will be rolled out from early 2015 with a national, multi-channel advertising campaign. Primary brand executions will be applied in retail at standalone agencies, pub and club franchise outlets, digital channels as well as corporate and marketing collateral, merchandise and team uniforms.

Latest News

How To Create Connections To Increase Your Influence
  • Opinion

How To Create Connections To Increase Your Influence

Darren Fleming (pictured below) is a speaker, author and trainer who specialises in helping leaders influence their teams. He is the author of Don’t be a D!ck – creating connections that make influence happen. In this guest post, Fleming offers proven tips on how to improve staff connections and your influence around any office… The secret to […]

Opinion

by B&T Magazine

B&T Magazine
PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman
  • Advertising
  • Campaigns

PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman

A dodgy uncle is the star of PayPal’s new Christmas spot set to air across 15 european countries this festive season. The work of famed Parisian agency Buzzman, the ad plays on the traditional family Christmas and the arrival of an uncle notorious for his over-touching, cheating and over-eating. This time around, thanks to Paypal, Mr […]

Isentia Builds Out Executive Team With Three New Appointments
  • Media

Isentia Builds Out Executive Team With Three New Appointments

Isentia Group Limited has announced three senior appointments to its executive leadership team to accelerate product enhancement, operational efficiencies and support ongoing transformation. Following an extensive search, Paul Russell has been appointed chief technology officer (CTO), Kelly Young chief human resources officer (CHRO) and Peter McClelland chief financial officer (CFO). Ed Harrison, Isentia chief executive officer and managing director, […]

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’
  • Campaigns
  • Media

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’

Ovarian Cancer Australia has launched its first pieces of work via agency 10 feet tall. ‘It’s time for ovary-action’ is their empowering, new creative platform that aims to rally all Australians to stand up and take action for the cause. The launch includes a quirky content video accompanied by print and radio components that aim […]

Assembly Label Appoints The Wired Agency
  • Media

Assembly Label Appoints The Wired Agency

One of Australia’s leading fashion brands, Assembly Label has officially appointed The Wired Agency as its exclusive digital campaign partner. As a market leader in the ‘simplified essentials’ space; quickly becoming renowned for their minimal approach to design and clothing construction, Assembly Label has recently opened their tenth retail location as well as being well-represented […]