Herald Communications has been appointed by the UK’s largest bingo
hall operator, Gala Clubs, to re-align public perception of the game in
a bid to increase its appeal.
Herald won the account for an undisclosed sum after six agencies were
approached by Gala. Sales and marketing director Richard Sowerby said
the account did not go to full-pitch because Herald’s initial
presentation stood head and shoulders above the rest.
’From a strategic and creative standpoint, Herald had more to offer than
(our previous agency) Paragon,’ he said.
Amanda Slayton, director of the consumer, interactive, technology and
entertainment division at Herald, will head a four-person team working
on the account. The contract is to be reviewed at quarterly intervals,
but is expected to be ongoing.
’We will be looking to shake off the perception that bingo is an old
person’s pursuit,’ said Slayton. ’A team of us recently went to play and
absolutely loved it. It’s a great night out in a safe, friendly
The agency secured an article in the Evening Standard’s ES magazine last
week and will be looking to run articles and promotions on the back of
House!, the newly-released British film about bingo. The national and
women’s press will be the main focus of the campaign.
Gala, with 174 clubs nationwide, is the biggest bingo operator in the UK
and has a turnover of pounds 190 million per year. Brunswick handles the
company’s corporate PR.