National Bingo Game set for £2m relaunch

by Melanie Godsell, Marketing 06-Sep-06, 08:10

LONDON - The National Bingo Game is putting £2m behind the launch of a fresh identity and an integrated advertising campaign, to raise the profile of the game and recruit male players.

Created by The Workroom, the identity will be rolled out from 11 September. It features 15 coloured dots, including "illuminated" ones intended to represent a winning bingo ticket. The dots, which also allude to bingo clubs' brightly lit rooms, are used to form shapes such as the pound sign, a house or an arrow.

The branding will be used on POS material and external signage, as well as on big screens in clubs during games to form the numbers that have been called.

A TV, radio and print campaign, through DFGW, will run to the end of October featuring real UK bingo fans enthusing about the game. The endline is "If you haven't bin-go!"

A revamped website will go live early next month, and online ads will run on sites including Friends Reunited, ITV.com, NTL World and the AOL portal.

A spokeswoman for the National Bingo Game said the aim was to create an inclusive and modern brand that appeals to a younger audience, while not alienating existing customers. She added that about 79% of bingo players, of whom about 3m visit at least twice a week, are female.

The National Bingo Game is the UK's second-biggest computer-controlled game, after the National Lottery. It is played in about 500 bingo clubs nationwide.

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