Mecca attempts to dispel bingo stereotypes

Mecca Bingo has appointed creative business consultancy Dave to reposition its brand to attract a broader audience.

The company, which is part of the Engine Group, picked up the business
without a pitch.

Dave will be tasked with helping Mecca find new players by 'outdating
the stereotypes' associated with bingo. It is understood that the

repositioning will focus on Mecca's clubs, rather than its online

operation.

Pat Mitchinson, marketing director at parent company Rank Group, said:
'As the leisure sector changes, we must ensure we are equipped to
capitalise on emerging consumer needs.'

Mecca's initiative is the latest investment in the bingo market. The
National Bingo Game Association recently unveiled an identity revamp as
part of a drive to attract new players. The revamp included an
advertising campaign, created by DFGW (Marketing, 12 April), which
offered consumers the opportunity to win a house.