M&C Saatchi has launched ‘Long May We Play’, an all-new brand platform for TAB.

Underpinned by an extensive strategic development process, including internal and external stakeholder interviews, ‘Long May We Play’ celebrates how racing and sport play on long before, and after, the horses run past the post or the siren sounds.

The unique strategic positioning highlights what makes racing and sport special – it’s not the results on the field or at the track, but rather how it plays on in our lives.

TAB EGM marketing & customer Luke Waldren said: “‘Long May We Play’ recognises the huge role racing and sport play in the lives of Australians and their ability to bring us together. TAB has been a ‘home ground’ of sorts for Aussies for decades, whether that be at the track or in one of our venues. This is an exciting new direction for TAB and we can’t wait to share this work and the exciting things we have planned through spring with the country.”

The platform began an unbranded roll-out, with TAB initially taking ownership of out-of-home, digital and press assets.

In the coming weeks, the brand will be brought to life, including a new look and feel,  across further touchpoints including radio, TV, social and in-venue with campaign extensions that speak to specific sporting codes and events.

The work is the first for TAB following M&C Saatchi’s appointment to manage the business in January.

M&C Saatchi chief creative officer Cam Blackley said: “We’ve been working hand-in-glove with TAB to deliver a brand platform with real substance that is worthy of one of Australia’s most iconic brands.

Long May We Play’ is truly about the spirit of Australians; the deep connection we have with Racing and Sport in all its iterations and the value that only TAB can bring, well beyond a bet. As much as it leans on heritage, we think this brand platform is a jumping-off point for category-defining progressive thinking.