Gala Bingo Clubs hands consumer PR to Pro-File

Gala Bingo Clubs, which earlier this week became the UK’s largest bingo operator, has appointed Coventry-based agency Pro-File to handle its consumer PR.

Gala Bingo Clubs, which earlier this week became the UK’s largest

bingo operator, has appointed Coventry-based agency Pro-File to handle

its consumer PR.



Pro-File is Gala’s first retained consumer PR agency and will work

alongside Shandwick, which handles Gala’s corporate PR. Pro-File was

appointed following a pitch against Audax Communications and

Communique.



Gala now owns 147 bingo clubs across the UK, after buying 16 clubs from

rival Ritz. It has overtaken Mecca as the number one UK operator in

terms of clubs owned.



Pro-File will work on targeting local, regional and national press for

Gala. Helen Hutt, managing director of Pro-File, said: ’Our first

priority is to work with club managers to help them to identify good

human interest stories. We can then place them in the most effective

media.’



Gala has used Shandwick to handle corporate PR since last December when

its management staged a buy-out from previous owner Bass. Pro-File and

Shandwick report to Gala’s director of sales and marketing Richard

Sowerby.



The decision by Gala to appoint a consumer agency coincides with

considerable growth in the UK bingo market. In the year to March 1997

the sector was worth around pounds 1 billion, a growth of seven per cent

on the previous year.



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