Although the agency was initially appointed, in December 2006,  to work on Gala Bingo Clubs on a project basis only, its appointment was made permanent earlier this year in February and has now been expanded to cover Gala Casinos and Coral Retail, Telebetting and Online.

Of course the 2005 Gambling Act has opened everything up, presenting much greater marketing opportunities and Gala Coral is not sitting on its hands, actually intending to spend significantly more than it has previously – particularly as there is now no longer any restrictions on TV advertising.

The object of the campaign of course is to expand bingo’s appeal to a far wider, more extensive audience, making Gala Bingo a perfectly natural segment of our modern leisure selections.

There is a great campaign line, “Gala Bingo.  We say more play”, helping to position Gala Bingo as a playful pastime.

The campaign breaks first in Scotland, in October, turning national from January 2008 and includes 50” and 30” TV commercials, national press, sheet posters, as well as, radio and bus sides.

The 50” launch commercial reverses the typical female and male roles, by kicking off with a 30 something man doing the ironing and complaining about what SHE does during an average week.

Monday night football, working late on Thursdays and golfing on Saturday, for example.  Focus then switches to the guy, seen getting ready to go out and play bingo with his friends on a Saturday evening, telling his wife that he won’t be late coming home. The scene changes to shots of the bingo club where he and his playing friends are jumping up and down and enjoying themselves celebrating their wins!

Paul Hammersley, of The Red Brick Road agency, commented that they were delighted with the significance of their relationship with the Gala Coral Group.