Gala seeks agency for rebranding of casinos

Ladbrokes Casinos are being rebranded as Gala Casinos following Gala’s acquisition of the chain last year.

The Gala Group, which also owns the Gala bingo chain, is looking to appoint an agency for the rebranded casinos. The first marketing initiative will involve direct mail.

The 28-strong Ladbrokes chain was acquired from the Hilton Group in December last year. A &£1.5m rebranding exercise was unveiled last week, introducing new exterior and interior signage, uniforms, playing cards, tablecloths and other items.

There are strict regulations on the above-the-line marketing and conduct of casinos. However, the Gaming Review Body is hoping for a relaxation of the rules when the Government responds to the Budd Report recommendations, which were lodged in July (MW July 26).

Gala Casinos has also launched a website aimed at demystifying casinos and encouraging new members.

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