Tote revamps its brand image in preparation for 2005 privatisation

Government-owned bookmaker the Tote is to rebrand its retail business as totesport, in line with the relaunch of its business. Changes will include a new brand identity and a revamped management structure to boost its business before its privatisation, which is expected next year.

As part of the relaunch, pool development director Nigel Rhoddis will be promoted to managing director for totepool.

The company has also rolled its four marketing teams into one Wigan-based group in preparation for the relaunch. The position of marketing director Lorraine Brannan has not been affected. Totesport will become the umbrella brand for its 400 retail outlets and its telephone and online gambling divisions.

Pool betting for horseracing will also be relaunched under the new brand name. The Tote has an exclusive licence to provide pool betting to all 59 UK racecourses as the Government’s gambling arm, which is the main attraction to potential suitors for the business.

The Tote will roll out the new identity at the Cheltenham Festival on March 16 and will implement the changes in stores over the next 12 months.

A campaign to support the brand relaunch will be created by Minerva, which was appointed to the business in August last year. Media buying is handled by the Media Shop.

The bookmaker is testing designs for its new look, likely to be implemented later this year.

The Tote is still searching for a new chief executive following the resignation of John Heaton last month.

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