303Lowe has created a rebrand and ad campaign for WA’s TAB, celebrating the brand’s heritage.

The campaign draws on local WA landmarks and sports locations and promotes TAB as the home of racing and betting in the state. And the rebrand is the first significant update to the brand in 15 years.

Richard Berney, creative director at 303Lowe, said: “The TAB us steeped in local pride and is a classic part of our WA urban landscape. Our creative drew a modern hero character from all of this. He is the best of WA – strong and natural, with a streak of larrikinism.”

Derry Simpson, head of strategy and planning at 303Lowe, added: “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 WA. It’s a new platform and a long-term strategy for the TAB, which we will be rolling out over the next few years.”

And 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.”

http://www.youtube.com/watch?v=cVSPtaK9vis

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