The ‘Give Your Balls A Squeeze’ campaign will run for 12 months. Rileys has tasked Storm Communications with promoting the campaign.
The agency has arranged a promotion with The Sun where every reader gets a free game of pool.
It will also target other national media and men’s magazines.
It is currently putting a calendar of events together, which it will promote regionally.
It has also secured ‘I’m A Celebrity Get Me Out Of Here’ contestant Gemma Atkinson. It will use pictures of the Hollyoaks actress to attract young men to the clubs.