The Tote selects Fitch:London to work on identity

The Tote has appointed Fitch:London to create a consumer brand proposition so it can compete effectively with other betting organisations when it is privatised next year.

The Tote, the government-owned bookmaker, is bracing itself for one of the biggest upheavals in its 75-year history next year, when it is likely to lose its monopoly on pool betting at all 59 UK racecourses.

The loss of this advantage means The Tote has to develop a stronger identity to compete more effectively with online and offline bookmakers, such as William Hill and 365.com (Marketing, June 19).

Fitch:London has been charged with reviewing the name of the organisation, its brand architecture, the look and feel of the Tote and its tone of voice.

Earlier this year The Tote hired College Hill Associates, its first corporate PR agency, to distance it from the corruption allegations that have been attached to horseracing recently, and to position it as the sport's biggest supporter. The Tote is the UK's biggest commercial sponsor of horseracing.

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