The campaign, created by 303Lowe, will run across TV, press, digital, outdoor and tactical activity around the AFL Grand Final and Spring Racing Carnival, which will appear in the coming months.
The rebrand includes store signage, an all new website and product improvements, in addition to rebrands of TABradio (previously Racing Radio) and TABform newspaper, all of which have rolled out this week.
The 90-second TVC celebrates the brand’s West Australian heritage and features local landmarks and sporting locations to reinforce the TAB as the home of racing and sports betting in WA. The spot focuses on a "modern hero character" who gives an inspirational speech while several sporting events take place all around him, all at once.
The TAB is "steeped in local pride", according to Richard Berney, creative director at 303Lowe, who added that the hero is "the best of WA—strong and natural, with a streak of larrikinism. He is both serious and surreal, just like the very best sports and racing moments.”
Facing increasing competition and an ageing customer base, the brand is aiming to redefine itself for a younger punting audience while also celebrating is iconic status in WA, according to Derry Simpson, head of strategy & planning at 303Lowe. “It's a new platform and a long-term strategy for the TAB, which we will be rolling out over the next few years," Simpson added.
Client TAB (Racing and Wagering WA)
Head of planning Derry Simpson
Business director Todd Baker
Creative director Richard Berney
Agency producer Kelly Dobbin
Co-producer Renier Ridgeway (Silver Lining Productions)
Co-producer Kate Downie (Beautiful Pictures)
Director Michael Mathews
Business coordinator Jessica Bunney
Senior planner Bart Hodgen