see all jobs
Tote heads for rebranding
The Tote – known as “the government’s bookmaker” is to undergo a major rebranding programme.
Fitch:London has been appointed to undertake the project, which involves repositioning the brand, a new corporate identity and guidelines for taking the new branding across all applications. The company will also look at different brand components, including naming, brand architecture, look and feel and tone of voice as well as the different points of the customer brand experience.
Lucy Unger, Fitch:London client services director, said: We are very excited to be working with the Tote which has great potential to transform itself into a compelling and distinctive consumer-facing brand.
“Building on its unique story, the Tote can provide strong rational and emotional reasons for customers to choose it above other alternatives. The challenge will be to define the essence of the brand and build a brand proposition that is relevant to a broader customer base.”
The Tote was set up originally by an Act of Parliament to offer opportunities for pool betting on racecourses. It is an independent body, owning all its own assets and putting its profits back into horseracing.
With representation at 59 racecourses, the Tote operates 435 bookmakers shops around the UK and operates a telephone and internet betting business. Details: www.tote.co.uk
More News
- News by sector (all)
- All news
- Fitness
- Personal trainer
- Sport
- Spa
- Swimming
- Hospitality
- Entertainment & Gaming
- Commercial Leisure
- Property
- Architecture
- Design
- Tourism
- Travel
- Attractions
- Theme & Water Parks
- Arts & Culture
- Heritage & Museums
- Parks & Countryside
- Sales & Marketing
- Public Sector
- Training
- People
- Executive
- Apprenticeships
- Suppliers