Gala Casinos overhauls loyalty scheme

Gala Casinos is poised to overhaul and expand its Fortune loyalty scheme and has appointed former Boots marketing manager Amy Corbett to oversee the launch. Corbett, who takes the same role, will report to marketing director Andy Goram.

Gala says the Fortune loyalty scheme, which is running in casinos in cities including Glasgow and Nottingham, is the first of its kind and offers benefits to casino-goers based on their gaming frequency, food and beverage purchases and introduction of new members.

Points can be redeemed against items from the Fortune gift catalogue as well as food and drink.

At Boots Corbett worked on marketing the Boots advantage card and was responsible for recruiting more than 2.6 million cardholders. She also worked on the retailer’s Health and Beauty magazine.

The Gala Coral Group is an integrated gaming company with 1,750 retail-trading outlets in the UK. Last December it assigned its £8m advertising account to Red Brick Road without a pitch (MW December 14 2006). The agency was given the brief to work across the group on brands such as Gala Bingo, Gala Online Gaming, Gala Casinos and Eurobet.

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