With CPL One’s help, The Thoroughbred Breeders’ Association’s Great British Bonus scheme has had yet another winning year.
The Great British Bonus (GBB) is an incentive scheme run by The Thoroughbred Breeders’ Association (TBA), which is based in the home of horseracing, Newmarket – not too far from CPL One’s Cambridge office.
The aim of the scheme is to increase the number of British-bred horses in racing and, in so doing, safeguard the future of British breeding. It offers bonuses of up to £20,000 per eligible race to fillies and mares, and, to date, more than £9 million in bonuses have been paid, with the £10 million mark fast approaching.
After creating and establishing the GBB brand identity in 2020, the CPL One team has continued to work with TBA and GBB to develop a marketing strategy to grow the scheme. That has included: paid-for advertising; direct e-communications; digital marketing; physical mailouts; organic social media management; and event support.
GBB continues to go from strength to strength.
The scheme has already proved its value, with respected owners, trainers, and breeders saying they purposely search out GBB-eligible fillies at sales. And in 2022, against the key goal of generating filly registrations, all the scheme’s targets were hit once again. Indeed, with around 1,000 people registering at the final stage, the scheme saw an increase of almost 12% from 2021.
For everyone on the team at CPL One, it’s great that 2022 was another winner with GBB.
Read more about the Great British Bonus scheme.