Gala Bingo has appointed Vallance Carruthers Coleman Priest (VCCP) to handle its &£10m advertising account. It follows a two-way pitch against Frame Cunningham.
The chain, which is the UK’s leading bingo operator, is planning an advertising push to raise its profile and increase admissions among new and lapsed consumers.
The campaign, which is due to break in September, will use television advertising with a national press campaign to target consumers. The ads will highlight chances to win, value for money and big prizes.
The review, which was overseen by marketing director Kate Howe, does not affect the group’s media agency, MediaVest Manchester.Owner Gala Group, which also has 25 casinos, is understood to be hoping to float in the next six months. It is thought the company would be valued at about &£2bn.
Last week it was confirmed that VCCP has been bought by Chime Communications, as exclusively revealed in Marketing Week last month (MW June 9).