senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

TAB Launches New 'Long May We Play' Brand Platform via M&C Saatchi, Sydney

03/09/2019
Agency
Sydney, Australia
164
Share
The work is the first for TAB following M&C Saatchi’s appointment to manage the business in January

M&C Saatchi has launched ‘Long May We Play’, an all-new brand platform for TAB.

Underpinned by an extensive strategic development process, including internal and external stakeholder interviews, ‘Long May We Play’ celebrates how racing and sport play on long before, and after, the horses run past the post or the siren sounds. The unique strategic positioning highlights what makes racing and sport special – it’s not the results on the field or at the track, but rather how it plays on in our lives.

Says Luke Waldren, EGM marketing and customer, TAB: “‘Long May We Play’ recognises the huge role racing and sport play in the lives of Australians and their ability to bring us together. TAB has been a ‘home ground’ of sorts for Aussies for decades, whether that be at the track or in one of our venues. This is an exciting new direction for TAB and we can’t wait to share this work and the exciting things we have planned through spring with the country.”


The platform began an unbranded roll-out on August 17, with TAB initially taking ownership of out-of-home, digital and press assets.

In the coming weeks, the brand will be brought to life, including a new look and feel, across further touchpoints including radio, TV, social and in-venue with campaign extensions that speak to specific sporting codes and events.

Says Cam Blackley, chief creative officer, M&C Saatchi: “We’ve been working hand-in-glove with TAB to deliver a brand platform with real substance that is worthy of one of Australia’s most iconic brands.

“‘Long May We Play’ is truly about the spirit of Australians; the deep connection we have with racing and sport in all its iterations and the value that only TAB can bring, well beyond a bet. As much as it leans on heritage, we think this brand platform is a jumping-off point for category-defining progressive thinking.”

Agency / Creative
Production
Editorial
SIGN UP FOR OUR NEWSLETTER
Work from M&C Saatchi Group AUNZ
The Plastic Forecast Case Study
Minderoo Foundation
03/09/2024
9
0
We're Stegglers for Family
Steggles
05/08/2024
18
0
A Win's A Win
BWS
16/11/2023
29
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0