National Bingo Game Association has appointed FCA! and Optimedia to handle its 5m account after a two-way pitch against DMB&B and MediaVest.
The original shortlist included Saatchi & Saatchi, Young & Rubicam, Grey, the Unique Group and incumbent BMP4. All pitched with their sister media agencies.
Richard Sowerby, sales and marketing director for Gala Clubs, who was involved in the pitch, says: “The idea is to reinvigorate the image and attitude towards bingo to build on admission sales.”
The NBGA has drummed up extra resources to plough into a campaign that it hopes will bring the game to a wider market. The game has suffered since the 1994 launch of the National Lottery. The new campaign is likely to include TV advertising.
The organisation had been working with BMP4 on a project basis but was keen to establish a long-term relationship with an advertising agency.
In April 1997, restrictions were lifted by the Government, allowing bingo operators to advertise for the first time. Gala Clubs, which supports the NBGA, was one of the first to embark on a TV advertising campaign two years ago.
The National Bingo Game links players from clubs around the country who compete against each other to win prizes. The organisation, which is funded by 600 member clubs around the UK, has raised the extra cash for marketing by increasing the advertising levy on tickets for the game from 0.5 p to 2p.