Tatts Group unveils new betting brand ahead of multi-channel marketing campaign
Tatts Group will launch a major marketing campaign early next year after unveiling a new brand for its TattsBet business in a bid to claw back share in the wagering market.
The multi channel push, to include TV, radio, press, outdoor and digital, has been created by Hulsbosch and will see the the firm heavily promote its new identity – UBET. Its host of existing brands including TattsBet, The Tote and TAB will all be axed while its 1,400 retail outlets will also carry the new name.
The rebrand follows an 18-month project which confirmed TattsBet brands were “messed up” and holding back the company, chief executive Robbie Cooke admitted.
UBET is the name of the TAB and Lotto business for the government of Malta http://www.ubet.com.mt so the name is not original. The TAB is an iconic well known and trust brand and Tatts should not change it now they will get lost with all the other online betting websites like Luxbet, unibet sportsbet ect what a total waist of money.
Interesting move. Seem to be shifting from a heritage position with big credence to the quagmire of all the myriad of new entrants. It sounds very similar to all the other brands so will be reliant on execution as the name is so close to all the others. Will reserve a bit of judgement until the launch but a poor start.
Nothing innovative here, just becoming one of the pack of newbies. Need to be very careful not to alienate there current core base or they could send them to the myriad of competitors.