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
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
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
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.