Client news

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. 

Since launch, the scheme has seen more than 164 winners of 207 GBB races, including 35 multiple bonus winners. In total, more than £3 million has been paid out as a result of these wins. 

The scheme has also exceeded all its registration targets, with more than 90% of the total eligible market registering their 2020 filly for GBB. 

Read more about the Great British Bonus.

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