TAB are making noise about their naming rights sponsorship of the 'World’s Richest Horse Race', while supporting their formidable slot horse, Lost and Running.
Lost and Running will run in the brand’s slot for the TAB Everest and is currently second pick in the market.
The Idea Shed delivered a large-scale brand activation for TAB, rebranding the interior and exterior of the Coach & Horses Hotel in Randwick with a transformative Lost and Running themed take over. The activation is designed to establish a place for punters to watch the big race, if they aren’t at the track.
The freshly minted Lost and Running Hotel will act as the hub for a dazzling schedule of events throughout the carnival period, in the lead up to Saturday’s big race. Proceedings include TAB racing trivia nights; Ladies Day events with The Hat Concierge offering free hat rentals and The Parlour Room offering free manicures; Road to Randwick free coaches to the racecourse; and TAB Lab with brand ambassadors promoting the new TAB app - all while Lost and Running Lager is served on tap throughout the festivities.
The Idea Shed director, John Volckman, said: “We all dream of owning our own pub one day. Sadly, not all of us can afford to.
"So, the next best thing has to be having the opportunity to take over one of Sydney’s iconic pubs, and reimagining it for our TAB clients, in celebration of their sponsorship of The TAB Everest Carnival. It’s been great seeing our vision come together.”
Credits:
The Idea Shed Team:
Richie Strettell: Company Director
John Volckman: Company Director
Adrian Moore: Head of Creative Experience
Mike Avery: Creative Director
Sarah Coleman: Senior Designer
Dan Adams: Group Account Director
Laura Shalders: Senior Account Director
Gemma Vallance: Account Manager
TAB Client Team
John Vellis: General Manager Media, Sponsorships & Sky Thoroughbred Central
Jono Rhydderch: Head of NSW Marketing
Andre Dumovic: PR & Social Media Executive
Kat Morgan: Senior Sponsorship & Events Manager
Antonia McInnes: Sponsorship & Events Manager – NSW & ACT
Karina Mears: Sponsorship & Events Manager – NSW & ACT
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.