Betting behemoth Tatts Group has rebranded as Ubet as it looks to reclaim the leadership position in the competitive gaming sector.
The rebrand, by branding and design agency Hulsbosch, will be launched early next year across all of Tatts Group’s touch points and communications.
All of the brands in the group will be joined together under the masthead which aims to develop a “clear and consistent market presence”.
Tatts Group CEO and MD Robbie Cooke said the rebrand is part of its business evolution.
“We simply had to evolve as a business, so it made sense that identity evolve with us,” Cooke said.
“This allows us to relaunch with a new, unified, national brand that is more reflective of who we are.”
“We're rallying behind a master brand strategy that positions our entire business and stands out as a powerful and enduring stamp that sets us apart from our competitors.”
Hulsbosch executive creative director Hans Hulsbosch said the Ubet name is a short, sharp name that “puts the customer at the heart of the experience”.
“We have put the 'you' in betting,” Hulsbosch said. “Celebrating a colloquial Australian term, the Ubet name is also an active and confident affirmation that can deliver to and beyond expectations. A familiar and positive 'of course' statement.”
The brand roll-out will involve a national, multichannel advertising campaign applied in retail at standalone agencies, pubs and clubs. It will also include digital channels, as well as merchandise and corporate work.
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. Need a job? Visit adnewsjobs.com.au.
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.