Sportsbet.com.au: For people who like results from their campaigns

Patrick Rowe

Sportsbet was a challenger brand in the Australian betting category - which had been traditionally dominated by the Totaliser Agency Board (TAB), prior to a relaxation of government regulations in 2008.

Sportsbet.com.au: For people who like results from their campaigns

Agency: Leo Burnett Melbourne

Advertiser: Sportsbet.com.au

Author: Patrick Rowe

Total Campaign Expenditure: $2-5 million

STRATEGIC COMMUNICATIONS CHALLENGE

Taking on a monster monopoly while fending off a pack of rival competitors. This was the challenge facing Sportsbet in late 2009.

THE FORM - BACKGROUND ON SPORTSBET

Sportsbet had been operating in Australia since 1993 as a corporate bookmaker based in the Northern Territory. In 2008 new rules were introduced to make it easier for bookmakers to compete with the privatised Totalisator Agency Boards (TAB's), the most significant of...

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