Bingo association bids for stronger media ties

The National Bingo Game Association has embarked on a campaign to build stronger relationships with regional media and develop partnerships with publishers.

NBGA communications manager Stephen Baldwin said Beattie Communications’s appointment to handle its six-figure PR spend was prompted when account manager Caroline Shepperson’s move to Beattie from former NBGA agency Barclay Stratton highlighted a lack of long-term strategy for the brand.

Baldwin said NBGA’s media coverage tended to be features-based because it rarely had news-grabbing stories: ‘The senior director that remained in place [at Barclay Stratton] had not really been overly involved in our business strategically or otherwise and gave us little confidence that the position would change in the future.’

‘We’ll be looking for Beattie to identify organisations and publishers to partner. It has a broader client base and it helps when you have the door open for discussion.’

He pointed to the Daily Mirror’s involvement as media partner for its £3m ‘Ground Shaker’ campaign this month, but said NBGA would look for opportunities with other organisations, such as supermarkets.

NBGA was also attracted to Beattie’s network of regional offices – NBGA’s member operators include Scotland’s Carlton, Castle in South Wales and national firms Mecca and Gala.

‘It will allow us to make a bigger media impact, particularly at a regional level, which is particularly important for us,’ said Baldwin. ‘Beattie has several offices in Scotland and is opening offices in the Midlands.’

Campaigns will focus on positioning bingo as a fun, community-based game that appeals to all ages, ahead of the deregulation of the gambling industry.

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