Gala Bingo aims to bolster turnout with mailing

LONDON - Gala, the UK's biggest independent gaming company, is running one of its most heavyweight direct marketing drives to date to encourage its members to play bingo more regularly.

The activity centres on a mailing created by direct shop Tequila\London, which is being sent to more than 400,000 Gala Bingo members. The work highlights the National Bingo Gaming Association's annual £1m bingo promotion, which has been running this month.

The mailing takes a tabloid newspaper format to reflect the average bingo player's reading preferences and has been personalised to include the recipient's name and horoscope as well as the nickname of their nearest club.

As well as building awareness of the one-off promotion, the mailing is part of Gala's ongoing attempts to strengthen its relationship with its members through extensive customer relationship activity.

Tequila was hired as Gala's sole direct agency at the end of last year after the group decided to consolidate its roster, which previously comprised Tequila, Poulter Partners and Triangle.

The switch was made to bolster Gala's marketing power ahead of the relaxation of gaming laws, which came into effect earlier this month, after the general election was called.

The revised legislation gives bingo and casino operators more opportunities to advertise, with industry watchers predicting a marketing bonanza in the coming months once the Gambling Commission is set up later this year.

Gala has 166 bingo clubs and 6.2m UK members.

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