Gaming operator the Gala Group has consolidated its £7m below-the-line business in Tequila.
Tequila London, which pitched against Poulter Partners and Triangle Group, will handle all the company’s direct marketing and sales promotion activities.
Poulters was one of three incumbent agencies on Gala’s roster. It also included WWAV Rapp Collins and sales promotion agency Ignes.
Gala called the review in order to consolidate the business in one agency (MW October 21). The company spends most of its marketing budget on below-the-line campaigns. Above-the-line is restricted for certain parts of Gala’s business, such as its casinos.
Tequila is tasked with developing direct mail and promotional activities to broaden the appeal of gaming and increase Gala’s market share.
The review did not affect the company’s media account, which is handled by MediaVest, or its advertising account, held by Frame Cunningham. Gala has also worked with Leo Burnett, although that account has been dormant since last year.
Gala is one of the largest gambling operators in the country with 166 bingo clubs and 28 casinos. It has 6.2 million bingo members and 1.5 million casino members.