Great British Bonus hits £3 million in prizes paid out

A horse racing bonus scheme has smashed through a new barrier this month, after paying out more than £3 million in prize money in just over a year. 

Great British Bonus (GBB), a Thoroughbred Breeders’ Association (TBA) initiative, aims to protect and support the British racing and breeding industry. The scheme offers bonuses of up to £20,000 per eligible race to British-bred fillies and mares and is designed to help safeguard the future of British racing.

Appointed following a competitive pitch, CPL’s strategists, designers, copywriters and marketers started from scratch, creating the name and concept of the Great British Bonus (GBB), and building and establishing a distinctive identity and tone of voice for the brand, which was launched in May 2020. 

The CPL team have gone on to execute a comprehensive marketing plan maintaining the scheme’s momentum and, more importantly, generating filly registrations at key milestones.