Client: Gala Bingo
Campaign: Making bingo cool
PRTeam: Herald Communications
Timescale: May 2000 - Dec 2000
Herald Communications' Gala campaign earned account executive Imogen
Carter an award in the PRCA Frontline Best Consumer Campaign
Research undertaken by Wardle McLean for Gala Bingo in June 1999
concluded that Bingo is so much a part of British culture that there
would be substantial resistance to an image-change. However, Herald's
brief from Gala was to make bingo 'cool'.
To attract a younger audience without alienating regular players
Strategy and Plan
Targeting key opinion-leaders such as Spectator editor Boris Johnson,
student media, and the national and regional press, Herald produced a
bingo trivia sheet and generated news hooks on subjects such as luckiest
Journalists were offered infotainment trips to bingo halls, and
activities were supplemented by a website - www.gala-bingo.co.uk -
offering a virtual tour of the club and a game of digital bingo.
A sponsorship deal between Gala and last year's Bingo-themed film,
House!, was established and the stars appeared at a Gala Bingo club in
Gala clubs were subsequently pitched as hot-spots for TV series, fashion
shoots and vox pop locations.
Measurement and Evaluation
The Guardian acclaimed bingo as the 'new clubbing', the Evening
Standard's ES magazine declared it 'hip' and New Woman advised readers
to 'forget the Met bar' and head 'down the bingo' instead. Eight hundred
and twenty-two articles appeared in regional press and the inside of a
Gala club made it onto Trigger Happy TV.
Since launch there has been a 73 per cent increase in new members aged
'The campaign changed the tide of public opinion,' says Sarah Mercer,
Gala Group communications manager.