New look for Tatts Group unveiled

The Australian land and online gambling group Tatts has unveiled its long-awaited change of corporate identity with a big PR push emphasising the amount of research that went into the design and incorporation of the new Ubet identity.

See the introductory vid here:

The gambling company is to launch a major multi-million dollar marketing campaign early next year that will include a wide range of Australian media and was created after extensive market research by the independent agency Hulsbosch.

The Ubet brand will extend to existing Tatts businesses like TattsBet, The Tote and TAB as well as around 1,400 retail outlets.

Group CEO Rob Cooke told Australian media that the group was intent on addressing the confusion caused by a multiplicity of group brands, and its lack of sufficient investment in digital operations.

“We simply had to evolve as a business, so it made sense that our identity evolve with us,” Cooke said. “This allows us to re-launch with a new, unified, national brand that is more reflective of who we are,” he said, adding:

“We’re improving every corner of the business, investing in digital innovations, our people and the brand identity, to ultimately improve the user experience, in a move to attract new customers, as well as retain our current clientele.”

Advertising and production agency spokesmen said that Tatts would remain very conscious of its existing and older customer base and the need to keep them on board, but that there was also an imperative to approach a younger demographic, and this was part of the project.

Spearheading the marketing push is a dedicated and experienced team of nine recruited specifically for the task

The company has come under increasing competitive pressure as major international bookmaking companies have moved into the Australian market with a strong digital emphasis.

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