Wagering business Tabcorp is refreshing its Keno business with a branding campaign aimed at attracting younger players to the game.
The campaign, by agency Shannon & Co, was launched last night, featuring the tagline “Let's play” and the soundtrack of The “Black Eyed Peas' “I Gotta Feeling”. It will initially be shown in Victoria before moving to other east coast states.
Keno GM marketing Claire Murphy said the campaign is part of a play to shift perceptions of Keno from an old-fashioned game to something younger consumers will want to play with their peers.
“This brand transformation and campaign really invite people to think about Keno differently, turning Keno into a talked about part of a fun night out.
“It is designed to engaged new and lapsed customers and excite our current Keno players, all with the aim of long term growth.”
The new branding for Keno has been in the works since last year and will include retail and digital integration. The Australian Financial Review reported that a new website for Keno will be launched this week ahead of a refurbishment of Keno's display screens in venues across Victoria, New South Wales and Queensland over the next six months.
In a trading update for the third quarter of the 2015 financial year Tabcorp announced that Keno revenue was down 13.8% to 43.9 million, primarily as a result of a disproportionate number of jackpot prizes being won by customers.
“The revenue impact of these additional jackpots was approximately $6 million,” it said. “Tabcorp is focused on driving customer participation and giving Keno new energy through a re-launched brand, as well as new products and increased retail and digital integration.”
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