Real Punters Play Here
Racing and Wagering WA (RWWA) operates with the dual purpose of supporting Western Australia's racing industry and managing the WA TAB wagering function, encompassing both physical retail locations and digital experiences via TABtouch. For several years, an increasing focus on expanding TABtouch's digital presence, particularly through new sports betting markets and customer acquisition, inadvertently led to an unbalanced and unclear external brand positioning for RWWA. In 2025, WA TAB partnered with The Brand Agency to strategically address this issue, aiming to evolve its brand strategy, visual identity, and creative platform to relaunch a refreshed brand that would resonate authentically with consumers and solidify its market presence.
CHALLENGE
The Australian wagering category is characterised by intense competition and market saturation, with numerous global competitors flooding the landscape with offers, specials, and often generic messaging.
With over a million wagering ads served to Australians annually, as highlighted by a 2023 Nielsen Study, WA TAB faced the formidable task of differentiating itself from this cluttered environment.
The core challenge was to develop a creative and media strategy that could effectively cut through the overwhelming category noise and unequivocally position WA TAB as the authentic, trusted home for “real punters”.
SOLUTION
A new brand platform was defined in collaboration with the client, identifying the core insight that 'punting is a craft, not just chance.'
This led to the unified, authentic brand positioning: "Real Punters Play Here," integrating both traditional TAB and digital TABtouch channels.
The strategy moved beyond a purely rational approach, aiming to celebrate the punter's skill and passion, directly addressing the challenge of market a market saturated with generic, repetitive themes.
Key creative devices, such as "Barstool Facts," provided data-driven insights into sports and races, appealing to the informed curiosity of passionate punters.
This was supported by a meticulously crafted go-to-market strategy that clarified messaging distinctions and utilised refreshed visual identity and distinctive brand assets for consistency across channels and sporting moments.
Strategic Out-of-Home placements, including billboards, street furniture near TAB outlets, pub screens, and rideshare networks, ensured hyperlocal reach and contextual relevance. Complementary digital campaigns on platforms like Meta, TikTok, and Reddit, along with collaborations with Newscorp, engaged diverse audiences and delivered expert insights, all designed to maximise impact and engagement.
