49 s Ltd Brand Manual

Transcription

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2 Introduction This Manual has been produced to assist you in the reproduction of the logos in the 49 s Ltd. Portfolio. It also includes useful background details on each brand, as well as information about 49 s Ltd and its role within the betting industry. By adhering to the guidelines contained in this manual, you will help us promote a consistent image across the industry. Thank you for your involvement in this process. If you have any queries, please do not hesitate to contact us: 49 s Ltd Dudley House, 169 Piccadilly, London W1J 9EH T E [email protected] W

3 Contents Section 1 49 s Ltd 01 Who we are 02 Brand Section 2 Our Brands 49 s 03 Our product 04 Our audience and personality 05 How we look: At a glance 06 Our logo 07 Colour reproduction 08 Exclusion zone and minimum size 09 What not to do 10 Campaign material Irish Lotto Bet 11 Our product 12 Our audience and personality 13 How we look: At a glance 14 Our logo 15 Colour reproduction 16 Exclusion zone and minimum size 17 What not to do 18 Campaign material Rapido 19 Rapido: our product 20 Heads or Tails: our product 21 Our audience and personality 22 How we look: At a glance 23 Our logo 24 Colour reproduction 25 Exclusion zone and minimum size 26 What not to do 27 Campaign material Virtual Racing 28 Our product 29 Our audience and personality 30 How we look: At a glance 31 Our logo 32 Colour reproduction 33 Exclusion zone and minimum size 34 What not to do: VHR and VGR 35 Campaign material: VHR and VGR 36 Campaign material: combined material Section 3 Appendices 37 Appendix 1: 49 s Ltd chronology 38 Appendix 2: useful contact details

4 Section s Ltd

5 Who we are s Ltd is the betting industry organisation responsible for supplying Fixed Odds Numbers Betting events to the UK and Ireland s 10,000 Licensed Betting Offices (LBO s). The organisation was formed in Current products offered by 49 s Ltd are 49 s, Rapido, Irish Lotto Bet, Lucky Numbers (in Ireland only), Virtual Horse Racing and Virtual Greyhound Racing. 49 s Ltd is funded by LBO s who subscribe to SIS (Satellite Information Systems) which broadcasts the daily racing programme into their shops. As a result all marketing materials must be relevant to the whole industry. A short chronology of 49 s Ltd can be found in Appendix I.

6 Brand architecture s Ltd Numbers betting Virtual racing

7 Section 2. Our Brands

8 49 s

9 49 s: our product 03 What is it? 49 s is a draw that takes place twice daily (lunchtime and teatime) on SIS. Six balls plus a Booster Ball are drawn from balls marked Terminology A common mistake is to confuse 49 s Ltd (the company) and 49 s (the product). The product should NOT be described as 49 ers. How much can I win? Numbers selected and matched number draw , ,000 7 number draw (including Booster Ball) ,800 40,000 Above returns are for a 1 stake and are inclusive of this stake. The shaded area indicates the extent to which the payouts on 49 s can be promoted nationally. This is because returns on the four and five number bets exceed the payout levels of some bookmakers. Bookmakers payouts vary.

10 49 s: our audience and personality 04 Target audience Regular betting shop customers, male 40 yrs 60 yrs+, C2DE*. 68% of customers bet on both draws and 66% of all bets on 49 s are for the three number bet. 70% of customers bet a minimum of a few times a week. *Source 49 s Ltd U&A Survey 2005 Personality Being the longest established brand, 49 s is very familiar to regular betting shop customers and with its Lotto type format, is viewed as easy to play. It is seen as credible and offers better value than other Lotteries. USP s Pick 3 Match 3 Win 601* * For a 1 stake Pick 3 Match 3 Win 1,202* * For a 2 stake Twice Daily Draw

11 How we look: at a glance 05 The elements below (logotype, strapline, colour and typography) make up the 49 s brand identity. When used together, these design elements create a strong and impactful personality. Our brand identity has been created from specially drawn letterforms and must endorse each item of communication. The logotype and the strapline must always be reproduced from the master artwork and must never be redrawn or modifed. Inconsistent use of the logotype will lessen the impact and recognition of the 49 s product. The Booster logo,only tends to be used with on-screen presentations and on betting slips. If you wish to use this logo in any other capacity please contact 49 s Ltd (see Appendix 2). 49 s Orange PANTONE Orange 021 #FF6600 R.255 G.102 B s Blue PANTONE 301 # R.000 G.102 B.153 Black Colours The colours illustrated opposite are used to create our brand identity: 49 s Orange, 49 s Blue and Black. This colour palette can also be used to colour headlines and body copy within our print communication. The CMYK percentages for 49 s Orange and 49 s Blue are the preferred percentages and do not match the percentages for the PANTONE colours quoted. PANTONE MATCHING SYSTEM is a worldwide, recognised colour selection system. PANTONE is a registered trademark of Pantone, Inc. Helvetica Extra Compressed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Typography The primary corporate font is Helvetica Extra Compressed. It has been chosen for its simple and contemporary style. Helvetica Extra Compressed should be used for all our print communication.

12 How we look: our logo 06 Illustrated below are the permitted versions of the 49 s brand identity with strapline. The same set of rules applies to the 49 s brand identity without strapline. 49 s logotype with strapline on an orange background. Please note the colour of the drop shadow prints as a darker tint of the orange background, which is different to when printed on a white background. Be sure to use the correct version of the master artwork. 49 s logotype with strapline on a white background. Please note the drop shadow appears in greyscale when printed on a white background. Be sure to use the correct version of the master. Black and white 49 s logotype with strapline on a greyscale background. Please note the tint value of the drop shadow to the strapline differs to when printed on a white background. Black and white 49 s logotype with strapline on a white background. Please note the tint value of the drop shadow to the strapline differs to when printed on a greyscale background.

13 How we look: colour reproduction 07 The 49 s logotype is always printed as special colours never out of four colour process. The logotype can only be reproduced either on an orange or white background or if required on a photographic background and must never be placed on top of a coloured (other than those specifed) or textured background. When printing on a photographic background the logotype should be placed on a clear sympathetic area of the image.

14 How we look: exclusion zone and minimum size 08 The exclusion zone has been created to ensure that the logotype has maximum impact. Do not allow any graphical elements or images to encroach into this area. The minimum logotype exclusion area is shown below by the blue keyline. It is calculated using the x height of the letterform s taken from the 49 s logotype. X X 15mm X x is equal to the height of the letterform s Minimum size The minimum size for reproducing the 49 s logotype without a strapline is 15mm. X X X X 20mm X x is equal to the height of the letterform s Minimum size The minimum size for reproducing the 49 s logotype without a strapline is 20mm. X X

15 How we look: what not to do 09 Never crop into logo. Apart from black and white reproduction, never change the colour of the logo to a single colour. Never change the size of any element within the logotype design. Never place typography across the logotype. Never place the logo on a confusing or contrasting background... Never distort the logo in any way.

16 Campaign material 10 Illustrated below is an example of our print communication. All the design elements of our brand identity have been used: logotype, colour and typeface in a strong creative solution. All campaign materials should include the following: The USP Pick 3 Match 3 Win The strapline The Twice Daily Draw Our URL: The 49 s Logo should be accompanied by the R symbol indicating that it is a protected trademark. PANTONE Orange 021 should be a predominant colour. Twitter follow prompt Telephone results line , always include T s & C s.

17 Irish Lotto Bet & Lucky Numbers

18 Irish Lotto Bet & Lucky Numbers: our product 11 What is it? The Irish Lotto Bet is based on the outcome of the Irish National Lotto which is drawn in Ireland every Wednesday and Saturday and shown on RTE. There are three draws each evening, a Main, 2nd and 3rd draw. Six Balls plus a Bonus Ball are drawn from balls marked The draw is not broadcast on SIS but results are available from a number of other sources (see Useful contact details in Appendix 2). It is known as Lucky Numbers in both Northern and Southern Ireland. Terminology It should not be called Irish Lotto but always Irish Lotto Bet. This differentiates it from the Irish Lotto Draw. Irish Lotto Bet was known as the Irish Lottery Bet until July The abbreviation ILB is occasionally used when the product is described more than once in certain marketing material e.g. staff communications.. How much can I win? Numbers selected and matched number draw , ,001 7 number draw (including Booster Ball) ,001 30,001 Above returns are for a 1 stake and are inclusive of this stake. The shaded area indicates the extent to which the payouts on the Irish Lotto Bet can be promoted nationally.this is because returns on the four and five number bets exceed the payout levels of some bookmakers. Bookmakers payouts may.

19 Irish Lotto Bet & Lucky Numbers: our audience and personality 12 Target audience National Lottery players, non-regular betting shop customers, bias towards the older customer 53% are over 55. The product has the highest proportion of female customers of all the 49 s brands (22%)*. *Source 49 s Ltd U&A Survey 2005 Personality The Irish Lotto Bet is friendly and light-hearted, drawing heavily on its Irishness. It is simple to play and as such accessible to those who aren t regular betting shop customers. USP Pick 3 Match 3 Win 576* * For a 1 stake Pick 3 Match 3 Win 1,152* * For a 2 stake

20 How we look: at a glance 13 The elements below (logotype, colour, typography and strapline) make up the Irish Lotto Bet brand when used together and these design elements create a strong and impactful identity. Our brand identity has been created from specially drawn letterforms and must endorse each item of communication. The logotype must always be reproduced from the master artwork and must never be redrawn or modifed. Inconsistent use of the logotype will lessen the impact and recognition of the Irish Lotto Bet brand. PANTONE 2766 #2a265a C.100 M.100 Y.25 K.25 R.42 G.38 B.90 PANTONE 273 #2f307f C.100 M.95 Y.5 K.00 R.47 G.48 B.127 PANTONE 307 #0080b4 C.100 M.00 Y.00 K.25 R.00 G.128 B.180 PANTONE 369 #7aac4f C.85 M.10 Y.100 K.10 R.122 G.172 B.79 PANTONE 3025 # C.100 M.00 Y.00 K.50 R.00 G.97 B.134 PANTONE 306 #68b8eb C.70 M.00 Y.00 K.00 R.104 G.184 B.235 PANTONE 342 # C.90 M.30 Y.95 K.30 R.54 G.102 B.56 Colours The colours illustrated opposite are used to create our brand identity: Irish Lotto Bet Green and Blue. This colour palette can also be used to colour headlines and body copy within our print communication. Irish Lotto Yellow and Orange are to be used as highlight colours within a design layout.the CMYK percentages for Irish Lotto Green, Blue, Yellow and Orange are the preferred percentages and do not match the PANTONE colours quoted. PANTONE MATCHING SYSTEM is a worldwide, recognised colour selection system. PANTONE is a registered trademark of Pantone, Inc. Whitney Bold ABCDEFGHIJKLMNOPQRST UVWXYZ abcdefghijklmnopqrstuvwxyz Typography The primary corporate font is Whitney Bold. It has been chosen for its simple and contemporary style. Whitney Bold should be used for all our print communication.

21 How we look: our logo 14 Illustrated below are the permitted versions of the Irish Lotto Bet brand identity. The full colour brand identity can either be reproduced on a white background or reversed out of a blue background when a white keyline is used around the logotype The greyscale brand identity can either be reproduced on a white background or reversed out of a black background when a white keyline is used around the logotype. A single colour brand identity can either be reproduced on a white background or reversed out of a green background when a white keyline is used around the logotype. Green is the only permitted colourway for a single version.

22 How we look: colour reproduction 15 The Irish Lotto Bet and Lucky Numbers logotypes are reproduced out of four colour process and can be either printed on a blue or white background or if required on a photographic background. When full colour printing is not available our logotype can be printed as a single colour green version. The logotype must never be placed on top of a coloured (other than those specied) or textured background. When printing on a photographic background the logotype should be placed on a clear sympathetic area of the image.

23 How we look: exclusion zone and minimum size 16 The exclusion zone has been created to ensure that the logotype has maximum impact. Do not allow any graphical elements or images to encroach into this area. The minimum logotype exclusion area is shown below by the blue keyline. It is calculated using the x height of the letterform I taken from the Irish Lotto X X 25mm x is equal to the height of the letterform I X X X Minimum size The minimum size for reproducing the Irish Lotto Bet logotype without a strapline is 15mm.

24 How we look: what not to do 17 Never change the colours of the logo in full colour reproduction. Never change the colour of the logo to a single colour reproduction other than Irish Lotto Bet selected colours. Never change the size of any element within the logotype design. THE BOOMAKERS CHOICE Never place typography across the logotype. Never place the logo on a confusing or contrasting background. Never distort or redraw the logo in any way.

25 Campaign materials 18 Illustrated below is an example of our print communication. All the design elements of our brand identity have been: logotype, colour and typeface in a strong creative solution. All campaign materials should include the following: Please note, the Lucky Numbers logo is used in exactly the same way as the Irish Lotto Bet logo with the same guidelines applying throughout. The Irish Lotto Bet Logo should be accompanied by the R symbol indicating that it is a protected trademark. Our URL: Twitter follow prompt Green should be a predominant colour Telephone results line , always include T s & C s

26 Rapido

27 Rapido: our product 19 What is it? Rapido is a fast action numbers draw based on an internationally known game format called Keno in which 20 numbers are drawn from 80. The number of draws broadcast on SIS varies depending on the daily race programme. Customers can win up to 80,000* by matching 10 numbers. Payouts vary according to the numbers selected and matched e.g. a customer betting on 5 numbers and matching 4 of them still wins 20. * Bookmakers payouts vary How much can I win? Numbers correct Numbers selected , , ,600 24, ,400 64, ,000 80,000 Above returns are for a 1 stake and are inclusive of this stake. The shaded area indicates the extent to which the payouts on Rapido can be promoted nationally. This is because returns on some of the higher selections exceed the payout levels of some bookmakers. Bookmakers payouts very.

28 Heads or Tails: our product 20 What is it? Heads or Tails is an additional bet opportunity introduced on Rapido in March The 80 number grid of a Rapido draw is divided into 2 sections: 1-40 Heads and Tails. The customer predicts whether 11 or more of the 20 numbers drawn will be a Heads or a Tails result, or whether 10 numbers will come from each section giving a Level result. How much can I win? Bet Heads Tails Level Odds Evens Evens 3/1 Payout based on 5 stake *Returns include 5 stake

29 Our audience and personality 21 Target audience Regular betting shop customers, daily race by race customers. 90% Male*. *Source 49 s Ltd U&A Survey 2005 Personality Rapido is a spontaneous fast and frequent numbers event. It is seen as offering good value for money as more numbers are involved. USP The Rapido USP is essentially the Heads or Tails bet.

30 How we look: at a glance 22 The elements below (logotype, colour, typography, strapline and property) make up the Rapido (and Heads or Tails) brand identity. When used together, these design elements create a strong and impactful identity. Our brand identity has been created from specially drawn letterforms and must endorse each item of communication. The logotype must always be reproduced from the master artwork and must never be redrawn or modified. Rapido Blue PANTONE 2985 # C.100 M.72 Y.0 K.20 R.47 G.48 B.127 Rapido Red PANTONE 032 #FF3333 C.0 M.100 Y.100 K.0 R.255 G.51 B.51 Rapido Yellow PANTONE 604 #FFFF33 C.8 M.0 Y.100 K.0 R.255 G.255 B.51 Black Colours The colours illustrated above are used to create our brand identity: Rapido Red, Blue, Yellow and Black. This colour palette can also be used to colour headlines and body copy within our print communication. The CMYK percentages for Rapido Red, Blue and Yellow are the preferred percentages and do not match the percentages for the PANTONE colours quoted. PANTONE MATCHING SYSTEM is a worldwide, recognised colour selection system. PANTONE is a registered trademark of Pantone, Inc. Handel Gothic ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz Typography The primary corporate font for both Rapido and Heads or Tails is Handel Gothic. It has been chosen for its simple and contemporary style. Handel Gothic should be used for all our print communication.

31 How we look: our logo 23 Illustrated below are the permitted versions of the Rapido and Heads or Tails brand identity. The full colour Heads or Tails brand identity can either be printed on a white or yellow background. The full colour Heads or Tails brand identity can either be printed on a white or yellow background. The full colour Rapido brand identity can either be printed on a white background or its own property background. The full colour Rapido brand identity can either be printed on its own property background or alternatively a white background. The greyscale Heads or Tails brand identity can either be printed on a white or greyscale background. The greyscale Heads or Tails brand identity can either be printed on a white or greyscale background. The greyscale Rapido brand identity can either be printed on a white background or its own property background. The greyscale Rapido brand identity can either be printed on its own property background or alternatively a white background.

32 How we look: colour reproduction 24 The Heads or Tails, Rapido logotypes and property are reproduced out of four colour process. The Rapido logotype can be printed on it s property, a yellow background, white background or if required a photographic background. The Heads or Tails logotype can be printed on a yellow or white background or if required a photographic background. The logotypes must never be placed on top of a coloured (other than those specied) or textured background. When printing either Heads or Tails and Rapido on a photographic background the logotypes should be placed on a clear sympathetic area of the image.

33 How we look: exclusion zone and minimum size 25 The exclusion zone has been created to ensure that the logotype has maximum impact. Do not allow any graphical elements or images to encroach into this area. The minimum logotype exclusion area is shown below by the blue keyline. It is calculated using the x height of the central eliptical shape taken from the Rapido logotype and in the case of Heads or Tails, one-third of the overall height. x x x x x x is equal to one third of the overall height x x is equal to the height of the central elipse x x x x 55mm 15mm 15mm Minimum size The minimum size for reproducing the Rapido logotype with a strapline is 25mm and without is 15mm. Minimum size The minimum size for reproducing the Head or Tails logotype is 15mm

34 How we look: what not to do 26 Never change the colours of the logo in full colour reproduction.. Never change the colour of the logo to a single colour reproduction. Never change the size of any element within the logotype design. THE BOOKMAKERS CHOICE Never place typography across the logotype. Never place the logo on a confusing or contrasting background. Never distort or redraw the logo in any way.

35 Campaign material 26 Illustrated below is an in shop poster. All the design elements of our brand identity have been used: logotype, colour, typeface and strapline in a strong creative solution. All campaign materials should include the following: The Rapdio logo with the strapline More Wins More Often Reference to Heads or Tails including logo Our URL:

36 Virtual Racing

37 Virtual Racing: our product 28 Product Virtual Racing is a computer generated presentation of a random number draw in which each number is represented by a horse or greyhound. The first number generated decides which runner wins the race, followed by which ones are placed and the rest of the finishing order. All runners have fixed odds which reflect their chance of winning. The races are broadcast daily on SIS in real time and with live commentary. There are 3 Virtual Horse Racing tracks Portman Park (flat), Steepledowns (hurdles) and Sprint Valley. There are also two Virtual Greyhound Racing tracks Millersfield and Brushwood (hurdles). Betting The runners are printed in the Betting Shop Display Sheet version of the Racing Post which is displayed in betting shops and customers can bet on each race as they do on real horse racing or real greyhound racing. Terminology Virtual Horse Racing and Virtual Greyhound Racing are occasionally shortened to VHR and VGR respectively in certain marketing material e.g. staff communications. EACH WAY TERMS FOR RACE / CACTUS TREE Chris Acunq 9/1 2 KELLERTON Tim Hedges 12/1 3 OH AMELIA Miles Phillips 20/1 4 ANCHOR & HOPE Mike Long 14/1 5 OKEY DOKEY Kieren Sharp 14/1 6 ACT COOL Amir Eloush 4/1 fav 7 COMPACT PEACE Paul Sherhood 16/1 8 CHARNEZ Tom Evernden 20/1 9 FOULIS FOUGHT Billy Stoop 25/1 10 HARBOUR EXCHANGE Ryan Claps 20/1 11 FOULIS FOUGHT Mark Adams 10/1 12 BEWDLEY MORNING David Cane 11/2 2nd fav 13 BOWS AND RIBBONS George Shorts 9/1 14 WIMBOLT HALL Rob Pascoe 9/1 15 FINANCIAL PANIC Lloyd Amsdon 9/1 16 BOURNSIDE John Tilly 9/1 16 runners RACE m 1 GET ONE FREE PLUMBER BILL JOE SCULLY CHANDOS GEEZER CORK JOHN SHIRLEY HUTCH EACH WAY TERMS FOR RACE / CACTUS TREE Chris Acunq 9/1 2 KELLERTON Tim Hedges 12/1 3 OH AMELIA Miles Phillips 20/1 4 ANCHOR & HOPE Mike Long 14/1 5 OKEY DOKEY Kieren Sharp 14/1 RACE m 1/4 ODDS GET ONE FREE Alan Dennett 4/1 2 PLUMBER BILL Roy William 8/1 3 JOE SCULLY Mark Adams 5/1 4 CHANDOS GEEZER Mick Kingsway 7/2 5 CORK JOHN Fiona Robinson 3/4 6 SHIRLEY HUTCH David Cane 11/4 fav 6 ACT COOL Amir Eloush 4/1 fav 7 COMPACT PEACE Paul Sherhood 16/1 8 CHARNEZ Tom Evernden 20/1 9 FOULIS FOUGHT Billy Stoop 25/1 10 HARBOUR EXCHANGE Ryan Claps 20/1 11 FOULIS FOUGHT Mark Adams 10/1

38 Virtual Racing: our audience and personality 29 Target audience Regular betting shop customers, strong male bias (93%). Less old people vs others Numbers Betting players although bulk (39%) still in age group*. *Source 49 s Ltd U&A Survey 2005 Personality An innovative and easy way to bet between races. Computer generated fun close to reality. USP There s Nothing Virtual about a Winner

39 How we look: at a glance 30 The elements below (logotype, colour, typography and strapline) make up the Virtual Racing brand identity. When used together, these design elements create a strong and impactful identity. Our brand identity has been created from specially drawn letterforms and must endorse each item of communication. The logotype must always be reproduced from the master artwork and must never be redrawn or modied. Virtual Racing Green PANTONE 363 # C.76 M.0 Y.100 K.23 R.51 G.153 B.51 Virtual Racing Red PANTONE 1805 #CC3333 C.0 M.91 Y.100 K.23 R.204 G.51 B.51 Virtual Racing Brown PANTONE 478 # C.70 M.90 Y.100 K.0 R.102 G.51 B.51 Colours The colours illustrated opposite and their respective tints illustrated below are used to create our brand identity: Virtual Racing Green, Red and Brown. This colour palette can also be used to colour headlines and body copy within our print communication.the CMYK percentages for Virtual Racing Green and Red are the preferred percentages and do not match the percentages for the PANTONE colours quoted. PANTONE MATCHING SYSTEM is a worldwide, recognised colour selection system. PANTONE is a registered trademark of Pantone, Inc. Akzidenz Grotesk Bold Italic ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnopqrstuvwxyz Typography The primary corporate font is Akidenz Grotesk Bold Italic. It has been chosen for its simple and contemporary style. Akidenz Grotesk Bold Italic should be used for all our print communication.

40 How we look: our logo 31 Illustrated below are the permitted versions of the Virtual Racing brand identities. Virtual Horse Racing logotype is always reproduced in full colour and appears on a white background. Virtual Greyhound Racing logotype is always reproduced in full colour and appears on a white background. A greyscale version of the Virtual Horse Racing logotype is permitted and is always to appear on a white background. A greyscale version of the Virtual Greyhound Racing logotype is permitted and is always to appear on a white background.

41 How we look: colour reproduction 32 The Virtual Racing logotypes are reproduced out of four colour process. The logotypes must never be placed on top of a coloured (other than those specied), textured or photographic background. Virtual Greyhound Racing logotype shown on a 20% background tint of Virtual Racing Green Virtual Greyhound Racing logotype shown on a 40% background tint of Virtual Racing Brown

42 How we look: exclusion zone and minimum size 33 The exclusion zone has been created to ensure that the logotype has maximum impact. Do not allow any graphical elements or images to encroach into this area. The minimum logotype exclusion area is shown below by the blue keyline. It is calculated using the x height of the letterform V taken from the Virtual Greyhound Racing logotype. x x x x x x is equal to the height of the central elipse x x is equal to the height of the central elipse x x x x 25mm 25mm Minimum size The minimum size for reproducing the Virtual Greyhound Racing logotype is 25mm. Minimum size The minimum size for reproducing the Virtual Greyhound Racing logotype is 25mm.

43 How we look: what not to do VHR and VGR 34 Never change the colours of the logo in full colour reproduction. Never change the colour of the logo to a single colour reproduction. Never change the size of any element within the logotype design. THE BOOKMAKERS Never place typography across the logotype. Never place the logo on a coloured background unless it is one of the spedified tints or an image. Never distort or redraw the logo in any way.

44 Campaign materials: Virtual Horse and Greyhound Racing 35 Illustrated below is an examples of our print communication. All the design elements of our brand identity have been: logotype, colour and typeface in a strong creative solution. All campaign materials should include the following: Please note, that Virtual Greyhound Racing should be approached in exactly the same way as Virtual Horse Racing, with the same guidelines applying throughout. The Virtual Logo should be accompanied by the R symbol indicating that it is a protected trademark. Our URL: Red should be a predominant colour Telephone results line , always include T s & C s

45 Campaign materials: combined material 36 Illustrated below is an example of our print communication. All the design elements of our brand identity have used: logotype, colour and typeface in a strong creative solution. All campaign materials should include the following: The Virtual logotype should be accompanied by the R symbol indicating that it is a protected trademark. Red and Black should be a predominant colours

46 Section 3. Appendices

47 Appendix 1: 49 s Ltd chronology 37 December 1996 June 1998 August 1999 September 1999 April 2000 May 2001 September 2001 May 2002 June 2002 November 2002 May 2003 December 2003 February 2005 April 2005 January 2006 December 2006 July 2006 February s Ltd formed. 49 s Bet Launched Introduction of new numbers bet Magic Numbers Rapido replaces Magic Numbers Bet Prevented from taking bets on the UK National Lottery, agreement was reached for all UK Bookmakers to promote a generic Irish Lottery Bet brand Commencement of the new 1m Irish Lottery Bet Campaign across the industry Introduction of Hatrick Betting Tax abolished (some new odds on 49 s and Rapido introduced as a result) Withdrawal of Hatrick and launch of new Virtual Horse Racing track Portman Park Irish Lottery Bet becomes Irish Lotto Bet Steepledowns Virtual Horse Racing jumps track launched Virtual Greyhound Racing launched Millerseld Second VGR hurdles track launched - Brushwood New graphics launched for Virtual Horse Racing Sprint Valley - New Virtual Horse Racing track launched Industry standard change in payouts on 49 s (from 560 to 601) and on Irish Lotto Bet (from 460 to 501) 49 s is 10 years old First TV campaign for Irish Lotto Bet Dancing Reg TV Irish Lotto Bet advert

48 Appendix 2: useful contact details s Ltd Dudley House, 169 Piccadilly, London W1J 9EH T E [email protected] W SIS SIS (Satellite Information Systems) Ltd is responsible for providing data, information and television coverage on horse racing and greyhound racing for the betting shop industry, as well as the broadcast of Fixed Odds Numbers Betting events. It also provides information and interview/previews for the top sporting action around the world, enabling betting shop customers to view a comprehensive daily programme of betting events and opportunities while providing betting shop sta with all relevant results and data. Satellite House 2 Whitehall Avenue Kingston Milton Keynes MK10 OAX T Slips 49 s Ltd are responsible for maintaining communication to the industry including slip printers requiring odds changes etc. If you require a supply of slips to promote 49 s, Irish Lotto Bet or Rapido, these can be obtained from the following printers: Alice Graphics Martin Press Ritchie UK Rosehill Press Super Soccer/Walpoles Tate Consumables Ward Knowles Wheelden Print Results Results for 49 s Ltd product portfolio are available as follows: At your local Betting Shop Telephone Results Line * (calls cost 10p per minute plus network extras) Are displayed on our website Independent Bookmakers Requiring Display Material If you are an SIS subscriber and require display material to promote any of the 49 s products, please contact the 49 s Hotline on If you have any address changes or additions to your betting shops, please contact 49 s Ltd as detailed above. Multiple Bookmakers should obtain 49 s Ltd display material from their usual channels.