|Australia’s Tabcorp, the fifth largest gambling group in the world, has decided to reinvent itself as a ‘customer-focused entertainment brand’, according to The Australian newspaper. The group has devised a new marketing strategy, which will involve increasing its marketing budget, which already stands at an estimated $40 million.|
Last week, the group launched a new look for the Tabcorp umbrella brand and adopted the new slogan: 'the bigger better game'. The group comprises 17 brands, including the Star City, Jupiters and Conrad casinos and bookmakers TAB NSW and TAB Victoria.
The general manager of strategic marketing, Kevin Clayton, said the group, plans to centralize marketing and cut the number of agencies it employs. 'Tabcorp is a large business but common sense suggests the agency roster is too large,' explained Clayton.