Gala takes on its first head of marketing

Gala Clubs, the Bass-owned chain of 126 bingo halls, has hired its first head of marketing in advance of a relaxation of advertising rules for the bingo industry.

The chain has appointed Tanya Cornford, from Lightwater Holdings, to spearhead an ad push to claw back revenue lost to National Lottery scratchcards since they were launched last March.

Bingo operators have seen as much as ten per cent knocked off their takings since the launch. The campaign will include advertising on all media, including TV.

The bingo industry is optimistic it will get a relaxation of restrictions on advertising. A private member’s bill is to be presented to the House of Lords, and the Government is to publish a consultation paper in February with recommendations that could be included in a Deregula-tion Bill. At present, bingo operators can only advertise prizes to club members.

Deregulation could become law by next winter. Until then, Cornford will concentrate on promoting Gala’s 32 new prime outlets.