Gala Bingo is launching a 5m advertising campaign to support its new Millionaire promotion. The UK’s leading bingo operator will become the first company to offer an individual prize of 1m at a bingo club from this weekend.
The prize will be available to all members of Gala’s 166 bingo clubs over the age of 18. From Saturday until October 15, Gala Millionaire vouchers will be given to members at every bingo session they attend. One winner will then be selected from each club and the names will go forward to the 1m prize draw on the same evening.
The campaign, created by Vallance Carruthers Coleman Priest (VCCP), breaks on Saturday. It comprises five ads using the strapline “Where More People Who Win Go”. The ads also feature a new character called Bing, a flamboyant bingo caller played by Canadian comic Tony Law.
VCCP was appointed to handle Gala’s 10m advertising account earlier this year (MW July 7) following a pitch against Frame Cunningham. The review, which was overseen by marketing director Kate Howe, did not affect Gala’s media agency MediaVest Manchester.
Parent Gala Group is understood to be hoping to float early next year with a valuation of about 2bn.