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TAB’s brand position has seen a significant refresh following one of the biggest campaigns in recent wagering history – ‘Long May We Play’.

Underpinned by an extensive strategic development process and customer insight, ‘Long May We Play’ celebrates TAB’s integral position in Australia’s racing and sporting lives, and focuses on why Australians love a punt in the first place. It celebrates the moments we experience together as fans.

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 the role it plays in our lives.

Tabcorp Managing Director, Wagering and Media Adam Rytenskild said: “Long May We Play is all about celebrating the role our racing and sports culture plays in the lives of Australians and the way it brings us together. TAB has been a ‘home ground’ of sorts for Aussies for decades, whether that’s at the track, watching a game, on our app or in one of our venues.

“We believe the campaign reflects who we are as a brand and the way our products are enjoyed in the community. It also gives our people clear direction as to how we want to promote, position and grow our business.

“Long May We Play plays to our strengths in terms of the unique assets we have in our network including racecourses, pub and club TABs and agencies. This is where many Australians choose to take in our most exciting racing and sports moments.

“Through the coverage Sky Racing provides and the social experience provided across our network of more than 4000 venues, we really are bigger than the bet.”

“This is an exciting new direction for TAB and we have some great things planned for our customers through Spring.”

The work is the first major campaign for TAB following M&C Saatchi’s appointment in January and will build from now through AFL and NRL finals, before reaching a peak through the Spring Racing Carnival. It spans TV, radio, print, digital, outdoor, social, as well as in-venue along with promotions tied to key sporting events.

M&C Saatchi Chief Creative Officer Cam Blackley said: “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.”

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