The National Bingo Game Association is looking for an advertising agency to handle a 5m campaign promoting a more up-to-date image for the game.
The organisation, which is funded by 600 member clubs around the country, is conducting a review of its marketing activities as a result of increased funding. The NBGA is boosting marketing funds from 1m to 5m through an increase in advertising levy on tickets for the game (from 0.5p to 2p).
Paul Talboys, chief executive of the National Bingo Game Association, says: “We’re now looking to establish a long-term relationship with an advertising agency. The idea is to communicate what bingo is all about – the fact that it is a multi-age, multi-social group that plays the game. We’ve lost market share since the arrival of the National Lottery and we are about to redress the balance.”
The NBGA uses BMP4 for its advertising. The agency is expected to repitch for the business.
The bingo industry suffered dramatically after the launch of the Lottery in 1994. In April 1997 restrictions were lifted by the Government and bingo operators were allowed to advertise for the first time.