VMLY&R and MBM release new TAB ‘in Play’ campaign

14th January

Following on from the success of the ‘Wake up a Winner’ Football World Cup 2018 campaign, Y&R New Zealand* together with MBM have released their latest TAB campaign, as summer starts to roll in. The ‘Summer of Racing’ campaign seeks to add a sense of thrill and excitement to the Kiwi summer, by encouraging New Zealanders to get involved and place a bet at one of the summer’s racing events.

"From December through to March, there is a fantastic array of domestic racing events including the Boxing Day races, New Year's Day Races, Wellington Cup Day, Karaka Million, New Zealand Derby, and Auckland Cup Day,” says TAB Head of Strategic Marketing, Simon Jarvis.

“Our new Summer of Racing campaign builds on the success of our ‘Now You’re In The Game’ brand platform, and aims to raise awareness of these events. The spot showcases how you can add a new level of excitement to your summer outings by having a bet on the sport of kings.

The team at Y&R have done a great job of bringing this message to life in a fun and engaging way that we are confident will resonate with current and new customers alike,” he adds.

The integrated campaign launches on December 23rd with this 30sec TV spot, and will be supported with digital, social and CRM activity.

The Summer of Racing season celebrates two of TAB customers’ favourite things - the raw excitement of thoroughbred racing and the contrasting chilled-out vibes of summer,” says Y&R Creative Director, Guy Denniston.

With so many opportunities to get involved and place a bet, the campaign enables Kiwis to celebrate the season, no-matter where they are in the country.

Watch the TVC here: https://youtu.be/AJkSpFVClPA