Hulsbosch Creates New Name & Look For Tatts Group

Race for the prize of the

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.




Please login with linkedin to comment

channel 10 Roy Morgan Research User Experience

Latest News

TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
  • TV Ratings

TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert

Fans have called out toxic behaviour just 48 hours into this season of Farmer Wants A Wife, and city girl April was immediately shipped off Bert’s farm. “I hate drama. I have an incredibly busy life, and drama is not something I tolerate. That’s a problem for me,” Bert said before eliminating April. The drama […]

Kaimera Wins Afterpay ANZ Media Account
  • Advertising

Kaimera Wins Afterpay ANZ Media Account

Kaimera has won the media planning and buying account for buy-now-pay-later firm Afterpay. IPG agency Initiative was the incumbent on the account. Kaimera’s win follows a two-month tender process. “Afterpay’s relentless focus to maintain our position as the leader in the BNPL space in ANZ means that we are vigilant in our appointment of agency […]

Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
  • Media

Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure

Stuff Group and Warner Bros Discovery (WBD) have announced an agreement for Stuff to provide a daily news bulletin to WBD. The new Stuff-made 6pm news will begin on Saturday, July 6, the day after the final Newshub bulletin airs on Friday, July 5. Lead image: Stuff Owner and Publisher Sinead Boucher and Glen Kyne, […]

a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
  • Campaigns

a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF

The a2 Milk Company has launched a new brand platform, “Only a2 Will Do,” celebrating how milk drinkers can thrive when drinking a2 Milk, which is naturally free from A1 protein. Launching the first campaign within the framework of the innovative new brand platform, a2 Milk proudly introduces ‘Tough Tummies’. This integrated campaign celebrates a2 […]

‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
  • Media

‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close

After a long and delayed trial, Justice Michael Lee finally handed down his verdict in Bruce Lehrmann’s defamation ruling against Network Ten and Lisa Wilkinson over allegations he raped Brittany Higgins, dismissing the high-profile case. So what was the final verdict, and what does it all mean for the involved parties? B&T has broken down […]

MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
  • Advertising

MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch

oOh!media has today announced launch partners for the fully digital Woollahra Out of Home Street Furniture network – the first phase of oOh!’s Premium Sydney offering. Luxury brands, including JLR Australia, MECCA, and LVMH’s prestigious brands Tiffany & Co., TAG Heuer, and Fendi, are debuting across state-of-the-art LED screens. These screens are powered entirely by […]

Yahoo Academy Announces Class Of 2024
  • Marketing

Yahoo Academy Announces Class Of 2024

Yahoo is proud to announce the 30 outstanding emerging leaders who have been chosen from more than 200 entries to participate in the Yahoo Academy 2024 program. Now in its 13th year, the Yahoo Academy has a stellar track record as the industry’s leading talent-building initiative, boasting 360 graduates to date. The 2024 cohort is […]

Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
  • Media

Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program

TikTok has announced the 35 media leaders selected to participate in the 2024 cohort of the TikTok Agency Accelerator Program. The program, which received high interest from Australian media agencies, is part of TikTok’s commitment to fostering the development of talented professionals within the Australian media industry. This year’s program centres around the concept of […]

AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
  • Marketing

AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing

The Australian Influencer Marketing Council (AiMCO) has announced its first-ever diversity webinar for members, designed to explore inclusion in national influencer marketing campaigns. Lead image: Ellie Cole The free AiMCO webinar, to be held on April 30, will look at how brands can effectively incorporate diversity and inclusion into their influencer campaigns to resonate with […]

Anthony Ellis Promoted To CEO Of Publicis Media Exchange
  • Advertising

Anthony Ellis Promoted To CEO Of Publicis Media Exchange

Publicis Groupe Australia and New Zealand has announced the promotion of Anthony Ellis (lead image) to the new position of chief executive officer for Publicis Media Exchange (PMX) in Australia and New Zealand. As CEO of the Groupe’s media investment arm in Australia and New Zealand, Ellis will continue to drive the Groupe’s’ client-centric approach […]

Indigenous Stars 3% & Jessica Mauboy Fuel New Supercars Campaign Via WILDCARD
  • Campaigns

Indigenous Stars 3% & Jessica Mauboy Fuel New Supercars Campaign Via WILDCARD

Supercars will reveal its latest TV commercial tomorrow, featuring thrilling on-track moments as well as the 2024 Supercars anthem, Won’t Stop, by First Nations artists 3% and Jessica Mauboy. Lead image: L-R Cam Waters, Chaz Mostert, Broc Feeney. Entering its second year, the “Unforgettable” brand campaign for Supercars continues to immerse fans in all the full-throttle, adrenaline-fuelled […]

Nine Launches New Look Olympic Experience 100 Days Out From Paris 2024
  • Media

Nine Launches New Look Olympic Experience 100 Days Out From Paris 2024

With just 100 days until the Olympic Games Paris 2024, 9Now has unveiled its fresh new look and state-of-the-art upgrade, which will revolutionise the way Australians watch the Olympics and Paralympics, regardless of their device. 9Now will lead Australia into a new era of Olympic streaming with a world-class audience experience never seen before in […]

Must-Watch Marketers At Cannes In Cairns!
  • B&T Exclusive

Must-Watch Marketers At Cannes In Cairns!

With such an almighty slate of content at this year’s Cannes in Cairns, presented by Pinterest, the mind can boggle over which session to attend. When the main stage isn’t being commanded by the showstopping keynotes, there are two content tracks in the Cairns Convention Centre and new for 2024, an afternoon content track in […]

Retail Media Demands A New Organisation Dynamic
  • Opinion

Retail Media Demands A New Organisation Dynamic

Lyndall Campher, former media director at L’Oréal and group director at UM, Mindshare and MediaCom explains that retail media demands a new kind of organisational layout than traditional media. There have been a plethora of articles written about retail media, especially since the Stanley Morgan Report was released in December last year. It has been […]

Opinion

by B&T Magazine

B&T Magazine
News Corp & NRMA Unite For Urgent Action To Fix Notoriously Dangerous Bruce Hwy
  • Campaigns

News Corp & NRMA Unite For Urgent Action To Fix Notoriously Dangerous Bruce Hwy

News Corp Australia and NRMA Insurance have launched a major advocacy campaign, Help Our Highway, calling for urgent action to fix one of the country’s most important and notoriously dangerous roads. Lead image: Michelle Klein CCMO NRMA Queensland’s Bruce Highway stretches more than 1,670kms from Brisbane to Cairns and is a critical transportation corridor for […]

Tara Ford To Serve On Titanium Jury At Cannes Lions
  • Advertising

Tara Ford To Serve On Titanium Jury At Cannes Lions

Tara Ford, chief creative officer of The Monkeys and Accenture Song, is set to serve on the Titanium jury at this year’s Cannes Lions International Festival of Creativity. The Aussie adland legend said that she “can’t wait” to join the panel of judges and that the Award was particularly close to her heart. “Titanium is […]

“Be Like A Skunk At A Garden Party”: Author Patrick Radden Keefe On Investigating Pharma
  • Marketing

“Be Like A Skunk At A Garden Party”: Author Patrick Radden Keefe On Investigating Pharma

Patrick Radden Keefe (pictured), author of global bestseller, Empire of Pain, talked to B&T‘s Nancy Hromin at the Samsung Jaipur Literary Festival about reputation laundering, aggressive marketing strategies and the privilege of still being able to practice pure journalism and be paid for it. Keefe’s in-depth reporting in publications such as The New Yorker and […]