As the official sponsor of The TAB Everest Carnival, TAB is making noise about their naming rights sponsorship of the “World’s Richest Horse Race,” while supporting their formidable slot horse, Lost and Running.
Lost and Running will run in the brand’s slot for the TAB Everest and is currently the second pick in the market.
To support this, The Idea Shed delivered a large-scale brand activation for TAB, rebranding the interior and exterior of the Coach & Horses Hotel in Randwick with a transformative Lost and Running-themed take-over.
The activation is designed to establish a place for punters to watch the big race if they aren’t at the track. News coverage of the takeover was featured on 6 pm Channel 7 news on Tuesday night.
The freshly minted Lost and Running Hotel will act as the hub for a dazzling schedule of events throughout the carnival period, in the lead-up to Saturday’s big race.
Proceedings include TAB racing trivia nights, Ladies Day events with The Hat Concierge offering free hat rentals and The Parlour Room offering free manicures, Road to Randwick free coaches to the racecourse, TAB Lab with brand ambassadors promoting the new TAB app – all while Lost and Running Lager is served on tap throughout the festivities.
Prominent Australian artist Sid Tapia has also been commissioned to immortalise Lost and Running with a mural on the side of the hotel, also featuring the horse’s legendary jockey Hugh Bowman. Bowman and horse trainer John O’Shea, both aiming to secure their first TAB Everest, will be present for the unveiling and will be available for interviews.
The Idea Shed Director, John Volckman, said: “We all dream of owning our own pub one day. Sadly, not all of us can afford to.
“So, the next best thing has to be having the opportunity to take over one of Sydney’s iconic pubs, and reimagining it for our TAB clients, in celebration of their sponsorship of The TAB Everest Carnival. It’s been great seeing our vision come together.”
