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Last month saw the launch of the Great British Bonus (GBB), a new incentive scheme that aims to protect and support the British racing and breeding industry.
And it quickly made a splash, with the first winner announced within just three days.
The launch follows months of planning and preparation since CPL won a competitive pitch to create and launch the scheme on behalf of The Thoroughbred Breeders' Association (TBA).
A team of CPL strategists, designers, copywriters and marketers created the name and concept of the Great British Bonus from scratch, building and establishing a distinctive identity and tone of voice for the brand.
TBA needed to create a brand that would stand out within the racing world and visually represent the way the scheme will support the industry as a whole.
The team at CPL grabbed this brief with both hands and, using inspiration from racing silks, created a disruptive, confident and forward-thinking design that certainly can’t be missed.
To support the strong brand, the marketing outreach needed to be fresh and bold. To sell the scheme and support the launch, CPL created a 90-second animation, which was used extensively on digital platforms. It was also turned into a physical video-mailer to support the hard-copy press release.
The scheme is already proving highly successful, helping to get the industry back on track after the potentially devastating impact on the sport of Covid-19.
Philip Newton, Chairman of TBA’s marketing strategy committee, said: “With CPL you get what it says on the tin; they listen, they adapt and they deliver. GBB has a strong brand identity and a campaign that will reach the parts that others couldn't!"
CPL managing director Mike Sewell added: “After winning a competitive pitch last year to deliver the project, it's great to see it going live now. In partnership with the TBA, our team has worked brilliantly to create from scratch the Great British Bonus brand, the #WINWIN hashtag strapline and a whole host of other material that are already achieving results.”