Gambling – news – casino games

New rebranding campaign for TAB

Western Australian gaming company TAB has launched a new rebranding campaign as part of a move to highlight its commitment to a more personalised and rewarding betting experience for customers.

The campaign has been created by the agency 303Lowe and will run across television, press, digital and outdoor platforms.

Tactical activity will also be based around the AFL Australian rules football competition final and Spring Racing Carnival horseracing event.

The rebrand includes store signage, and new website and product improvements. Racing Radio will also be renamed TABradio, while the TABform newspaper will also be rolled out this week.

The television commercial arm of the campaign will focus on the brand's Western Australia heritage. It will feature local landmarks and sporting locations to reinforce TAB as the home of horseracing and sports gambling.

It also features a 'modern local hero' who gives an inspirational speech while various sports events are taking place around him.

Derry Simpson, head of strategy and planning at 303Lowe, said the brand is aiming to redefine itself to a younger audience, while also highlighting its status in Western Australia.

"It's a new platform and long-term strategy for the TAB, which we will be rolling out over the next few years," he added.