While Tom Waterhouse was a leading on-course bookmaker, we knew that we needed to create a significantly differentiated brand to bring the brand success in the intensely aggressive online environment.
If there was one thing that set Tom apart from many of his faceless competitors, it was his impeccable punting heritage. Going back three generations, the Waterhouse name has been at the forefront of Australian bookmaking and racing. So, we used Tom himself as the face – and the voice – of his new online brand.
Tom Waterhouse acquired over 300 000 new customers at the lowest cost per conversion in the category. The brand’s remarkable success lead directly to its acquisition by UK betting behemoth, William Hill.