The agency has been appointed following a five-way pitch to manage all consumer PR, from promoting its nationwide chain of clubs to its meccabingo.com mobile and online offering.
Clarion’s activity will stretch from press office and themed media relations campaigns to stunts and word of mouth, all based around Mecca’s brand strategy – Come And Play At Our House.
Under the leadership of brand director James Condon, Mecca is understood to be aiming to attract new players via its online and mobile gaming platforms, as well as seeking to build a consistent identity across all channels to appeal to a wider audience.
Lesly Clifford is head of PR at Mecca, which previously worked with Havas PR.
Clifford said: ‘Mecca’s strategy is to create one emotive, integrated brand across all channels. We are looking to appeal to a wide audience.
‘We are not looking to appeal to a certain demographic. This is all about attracting people who share the same mindset as us - people who want to ‘come and play at our house’ to enjoy fun and laughs with their friends and family and maybe win some big prizes at the same time. We want our customers to be able to join our party wherever and whenever they choose.
‘Clarion Communications will be helping us to bring ‘come and play at our house’ to life and position Mecca as a gaming entertainment brand that includes but is not defined by bingo.'
Gary Freemantle, CEO of Clarion, said: ‘Mecca has been a great British brand for more than half a century and we will be working to help take it to the next generation of players, by building an integrated brand across all channels that appeals to a wide and diverse audience.’