Tatts Group Launches New Lotteries Brand, ‘The Lott’

Tatts Group Launches New Lotteries Brand, ‘The Lott’
SHARE
THIS



Tatts Group, Australia’s largest non-casino gambling group, announced its Lotteries division will be repositioned under a unified channel master brand – the Lott.

The new name and logo will be launched across all customer touch points and communications channels and will operate as a channel umbrella brand for the lottery operations that include Golden Casket, NSW Lotteries, Tatts, SA Lotteries and Tatts NT across seven jurisdictions in Australia. It comes almost two years after the group launched a new brand identity with Hulsbosch.

Lotteries chief operating officer Sue van der Merwe said Tatts Group’s Lotteries business has had a long and proud history of operating lotteries and delivering dreams to players across the country.

“Lotteries has evolved and we recognised we were ready for our next growth phase – our next evolution. While our game brands offer players a high level of trust and integrity with strong emotional attachment and community core values, we know the global landscape is changing and we needed to adapt our branding strategy to remain ahead of the game,” van der Merwe outlined.

“We’re confident the Lott, a derivative of the word lottery, captures the essence of our games that our customers know and love to play. Our new brand is bold and simple. Inspired by the rainbow, our new symbol dynamically sweeps over the horizon to where you would expect to find a pot of gold.”

For more than twelve months Tatts Group has worked with Hulsbosch – one of Australia’s leading branding and design agencies – to create the new channel umbrella brand that will be introduced across all channels: retail, on-line and via the app.

“We’re taking a long term approach to establishing the Lott as the single destination brand for Australia’s official lotteries – a one-stop lotteries shop for customers which will sit alongside the well-known and trusted state licensee brands of Golden Casket, Tattersall’s, New South Wales Lotteries and SA Lotteries,” van der Merwe said.

“The new channel umbrella brand will build on the strength and market leading capability of the Tatts Group’s Lotteries business and puts the customer at the centre of the experience.

“We’re focussed on continuing to improve the experience for all our players as we work hard to retain our loyal lottery players and attract new players to our popular lottery games that customers across the country love to play.

“We’re confident the Lott delivers the spirit and attitude that encompasses who we are – boldly vibrant, inclusive, community focussed, real and genuine. We offer bright, colourful and exciting games that inspire dreams and possibilities for our customers every day of the year.”

After stepping into the role of CEO and managing director at Tatts Group in 2013, Robbie Cooke recognised the Lotteries business needed to be unified by simplifying the complex brand architecture that had been created following its lottery acquisitions which had resulted in multiple retail lottery brands.

“The channel umbrella brand initiative will build and unify the value of all lottery licensee entities operated by Tatts Group,” Cooke added.

The new brand will be operational from 1 June as Tatts Group’s Lotteries business continues to be the national icon of lotteries in Australia.

Introducing the Lott

Tatts Group has developed a unified master brand for its lotteries division. The new brand is called the Lott. The Lott will operate as a channel master brand for the lottery in each jurisdiction including Golden Casket, NSW Lotteries, Tatts, SA Lotteries and Tatts NT.

The Lott operates and markets Australia’s leading lottery games that customers know and love including Saturday Lotto, Monday and Wednesday Lotto, Powerball, Oz Lotto, Set for Life, Lucky Lotteries, The Pools and Instant Scratch-Its.

 

Please login with linkedin to comment

lott group lotteries Roy Morgan Research User Experience

Latest News

Is B2B Marketing Missing Its Emotional Touch?
  • Media

Is B2B Marketing Missing Its Emotional Touch?

B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]

Opinion

by B&T Magazine

B&T Magazine
Burger King Trials Reusable Packaging
  • Media

Burger King Trials Reusable Packaging

Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.

by B&T Magazine

B&T Magazine
Smarter Use Of Art & Science Stretch Auto Budgets Further
  • Media

Smarter Use Of Art & Science Stretch Auto Budgets Further

The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]

Opinion

by B&T Magazine

B&T Magazine
Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW
  • Media

Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW

On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data
  • Media

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data

JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]

Rokt Secures $US80M Series D Investment Round
  • Technology

Rokt Secures $US80M Series D Investment Round

Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]

Nature Invests In New Team Members And Innovation
  • Marketing

Nature Invests In New Team Members And Innovation

Leading strategic insights consultancy Nature today announced it has hired several key new team members and restructured senior roles to increase its focus on innovation, including new technology and data sources.

PayPal And Buy From The Bush Launch New Marketplace
  • Media

PayPal And Buy From The Bush Launch New Marketplace

PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]

Wednesday TV Wrap: Gruen Takes A 200K Hit
  • Media

Wednesday TV Wrap: Gruen Takes A 200K Hit

Gruen plummets 200,000 viewers in just one week. However, that's not to say Highway Patrol went up a similar amount.

by B&T Magazine

B&T Magazine
Philippe Krakowsky Named New IPG CEO
  • Advertising
  • Media

Philippe Krakowsky Named New IPG CEO

Philippe "Crackers" Krakowsky named new IPG global CEO. However, says he only uses Crackers on less formal occasions.