A new campaign celebrates how a breeding scheme launched by CPL One has broken the £20 million barrier after just five years.
‘Greatness comes from small beginnings.’
That’s the message behind our new campaign for the Thoroughbred Breeders’ Association (TBA), which went live last week.
The campaign is promoting the TBA’s Great British Bonus Scheme (GBB), which is celebrating paying out £20 million worth of bonuses since its launch five years ago.
To mark the fifth anniversary of GBB, along with the £20 million milestone, GBB has gifted five apple trees – a symbol of longevity, heritage and future growth – to 20 breeders across Britain.
To maximise this initiative of donating 100 apple trees, the CPL One team developed the ‘Greatness comes from small beginnings’ tagline, creating a range of digital and print collateral that focuses on GBB’s position ‘at the core of British breeding’.
The film below shows representatives from the TBA and CPL One hand-delivering the trees to a number of studs, while also taking the chance to feed apples to some of the mares, stallions and potential future GBB winners.
Meanwhile, we also created an animation, below, to reflect the excitement and success generated via the scheme over the past five years.
The film, animation and a range of other advertising and promotional materials are now being rolled out across social media and other channels to maximise the key story behind the campaign – which is that GBB is making a major difference to benefit racehorse owners, breeders, trainers and the industry as a whole.
TBA chairman Philip Newton says: “This is another fantastic moment for GBB with support from the Horserace Betting Levy Board. We are immensely proud to see that in a short space of time, we are now seeing breeders making decisions specifically to qualify for the scheme.
He adds: “GBB is a success story – it’s working, it’s growing, and we should be shouting about it. GBB is proving there’s every reason to Breed, Buy, Race in Britain – and be proud of it.
“The CPL One team has played a major part in that success story. The ‘From small beginnings’ campaign is just the latest excellent example of the consistently creative and excellent marketing support they provide for us.”
