The Great British Bonus (GBB) – British breeding and racing’s most successful incentive scheme – has just got bigger and better with the help of CPL One.
GBBPLUS, an extension of GBB, was launched on 1 July 2024 after months of work behind the scenes.
The current core scheme, GBB, which has distributed more than £15m to winning fillies and mares since its launch in June 2020, will continue, while GBBPLUS will offer additional incentives to breed, buy and race middle-distance and staying-bred fillies, and steeplechasing mares – two areas of the British horse population requiring specific support.
CPL One worked closely with the TBA to gain approval from key industry bodies for the new scheme. Once granted, the team worked to create a brand that complemented GBB, but stood out with its own identity.
The new brand uses key elements from GBB, but incorporates photography and new typography to create a fresh, contemporary feel.
Once the brand was approved, CPL One worked on a robust launch plan for both the Flat and Jumps markets, ensuring all key marketing touchpoints were covered to raise full awareness of the new scheme and eligibility within the racing community.
This included some creative postal mailouts, launch text messages and e-comms, a social media content plan, and print and digital advertising.
GBB and GBBPLUS Operations Manager Charlie Newton said: “We have been lucky enough to work with CPL One for a number of years now, so when it came to the creation of branding and launch marketing for the extension to our scheme, we knew that we were in safe hands.
“The team immediately ‘got’ the concept and provided a fantastic branding presentation that fitted our requirements perfectly. They then proceeded to roll out an extensive and sometimes complicated launch plan seamlessly. It has been fantastically well received and we’ve seen some impressive engagement because of their work.
“CPL One has an energetic and enthusiastic team for whom nothing is ever too much bother. Their professionalism and creativity continue to exceed our expectations and we look forward to continuing to work with them.”
