Gala in mail push to sign up TV and internet users

by Maria Esposito, Brand Republic 06-Dec-06, 07:00

LONDON - Gala Bingo is running a direct mail campaign created by integrated agency Iris and featuring celebrity Sharon Osbourne to promote its internet and TV games.

Iris' brief was to attract players to the bingo operator's six-month-old site, Galabingo.co.uk, and its live bingo channel, Gala TV, which was launched in October on Sky channel 841.

The agency has created mailers going out to 1m of the people listed on Gala's current member database, and has also created a welcome pack for new members. The mailers contain promotional offers for online and TV bingo membership.

Phil Windas, bingo marketing manager at Gala Coral, said: "The campaign is built around the convenience and value of playing bingo at Galabingo.co.uk and Gala TV, as you can now play wherever and whenever you want from only 5p a ticket."

This is the second time Gala Bingo has worked with Osbourne. It signed a £2m deal to sponsor her new ITV1 talkshow 'Mrs Osbourne Presents' in August.

Gala operates 166 bingo halls in the UK and has 6m members. The group accounts for a 40% share of the bingo market.

Iris has worked for Gala on a project basis since March.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.