Rileys has tasked Storm Communications with promoting the 12-month campaign, titled ‘Give Your Balls A Squeeze’.
The agency has arranged a promotion with The Sun that entitles readers to a free game of pool. It will also target other national media and men’s magazines as well as co-ordinating a series of regional events.
Storm has also enlisted I’m A Celebrity... Get Me Out Of Here! contestant Gemma Atkinson.
Rileys is hoping the campaign will update its image by bringing in a younger audience. Marketing director Sean Langley said: ‘We have been rolling out various initiatives to ensure our clubs continue to appeal to a new generation of pool, snooker and poker fans.’
Everyman is run by The Institute of Cancer Research.
