Gala Leisure bets on Borkowski for £40m investment and rebrand

Gala Leisure has hired Borkowski Ltd to help publicise the bingo operator's £40m investment plan and rebrand as Buzz Bingo.

The new brief covers media, industry and influencer engagement.

Gala has also hired media agency Goodstuff for above-the-line and digital campaign work, while creative development will be led by creative agency Isobel.

The rebrand will affect more than 100 clubs. The investment, which will also see the bingo operator grow its online presence, is aimed at attracting new customers after a rise in demand from younger bingo players.

Buzz Bingo marketing director Amanda Howard said: "2018 is set to be an exciting year for us as a business and we felt that both teams will provide the thinking, experience and impact we need during this vital period."

Andrew Olley, PR director at Borkowski Ltd, said: "Buzz Bingo has brought us in at a crucial stage in their relaunch - to help reposition the business, excite a whole new audience across the UK and ensure that their existing customers don’t feel ignored. We are looking forward to working on a campaign that will deliver clear outcomes through strategic consumer, corporate and crisis communications."

Earlier this month Gala Leisure announced the appointment of sector veteran John Kelly, the founder of Gala Coral Group, as non-executive chairman.

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