Great British Bonus

Creation, launch and marketing for a major equestrian incentive scheme

Sector

  • Corporate
  • Membership

Expertise

  • Content strategy
  • Design
  • Video

Deliverables

  • Marketing services

The client

The Great British Bonus is an initiative led by The Thoroughbred Breeders’ Association (TBA) that aims to protect and support the British racing and breeding industry. The scheme offers bonuses of up to £20,000 per eligible race to GBB-registered fillies and mares, increasing the number of British-bred horses in racing and safeguarding the future of British breeding.

The challenge

The TBA needed a visual identity and a marketing plan for the scheme that would make a splash in the racing world. Once appointed following a competitive pitch, a team of CPL strategists, designers, copywriters and marketers started from scratch, creating the name and concept of the Great British Bonus, and building and establishing a distinctive identity and tone of voice for the brand. CPL also put together a watertight marketing plan to successfully launch the scheme, maintaining momentum as the weeks progressed.

The solution

The team at CPL used inspiration from racing silks to create a disruptive, confident and forward-thinking design to create the visual identity of the Great British Bonus. To support the strong brand, the marketing outreach needed to be fresh and bold. As part of this plan, 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 for the launch.

The results

1,100+

registrations to the scheme within five weeks 

£50,000+

paid out in bonuses within two weeks of launch

3,800+

engagements on tweets in first month of activity

“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!"

Philip Newton
Chairman of TBA’s marketing strategy committee

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