TAB Releases Major Brand Transformation with Special

The refreshed brand introduces a new creative platform aimed at redefining and modernising the perception of betting, TAB, and racing among New Zealanders.

The platform centres around the idea of having a hunch and introduces New Zealand to a racing and sporting wonderland providing inspiration to have a hunch and to ‘Get Your Bet On’.

Accompanied by a reimagined rendition of Wet Wet Wet's iconic '90’s ballad, ‘Love Is All Around’ – with transformed lyrics ‘Hunches All Around Me’, the song creates a humorous soundtrack to the anticipation and excitement that permeates through the wondrous world of racing and sports.

Special led the strategy, creative and development for the new campaign, with support from production partners Finch, and Blockhead.

Mel Kenneday, chief marketing officer for Entain Australia and New Zealand, the operators of New Zealand's TAB, commented, "TAB has been a historic component of racing and sports in New Zealand since 1950 - now our new marketing drive will reflect a more modern and relevant brand and ensure we can continue to champion the racing and sporting industry across Aotearoa for years to come.”

Tony Bradbourne, founder and CEO of Special, said, “We’re excited to be part of the evolution of such an iconic NZ brand, that’s been such an important part of the racing and sporting landscape for more than 70 years. We want to create more appeal and get more Kiwis to back themselves – and follow their hunch.”

The recent reveal of the new-look betting platform brings a wide range of new features for TAB punters to enjoy, along with enhanced harm minimisation tools to make sure Kiwis keep their betting fun.

The fully integrated campaign spans television, radio, print, OOH, social and digital media from 2 June 2024.