Foxy Bingo, the online operator, has dropped glamour model Jordan from its advertising. It is understood Foxy Bingo was unwilling to meet her huge pay demands.
The decision to drop Jordan, whose real name is Katie Price, will mean a renewed focus on the “Foxy” character – a man with fox’s head – which will now appear by itself on all promotional material for the brand, both off and online.
Foxy parent company Cashcade said last year it was going to divert its budget from direct marketing into television advertising, and was planning to quadruple its spend in 2008 (MW 6 September, 2007).
The company said it was responding to the likely increase in competition from online betting companies, able to advertise on TV, following the introduction of the Gambling Act 2005 on September 1 last year.
It is not known whether the decision to drop Jordan will affect these plans. A TV ad, fronted by the model, was due to go into production last September, but the failed negotiations over her fee mean this will no longer happen.
Cashcade says that celebrities will still form a part of Foxy Bingo’s marketing mix on radio and in magazine interviews. In September last year, the brand signed up astrologer Russell Grant as the face of a new game – Russell’s Lucky Stars. Grant also reads a monthly horoscope linked to a “lucky number” and gives regular interviews on Foxy Bingo’s online radio station.