From seed to success – new campaign launches to promote GBB hitting £20 million

CPL One was asked to create a new campaign celebrating how the Thoroughbred Breeders’ Association’s Great British Bonus Scheme (GBB)broke the £20 million barrier in just five years.

To mark the fifth anniversary of GBB, along with the £20 million milestone, GBB presented five apple trees – symbols of longevity, heritage and future growth – to 20 horse breeders across Britain.

To maximise this initiative, the CPL One team developed the ‘Greatness comes from small beginnings’ tagline, creating a range of digital and print collateral focusing on GBB’s position ‘at the core of British breeding’.

We created an animation, below, to reflect the excitement and success generated by the scheme over the past five years.

The Results

Advertising and promotional materials are now being rolled out across social media and other channels to maximise the key story behind the campaign: 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.

“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.”

Client

• Thoroughbred Breeders' Association