WCRS set to refresh bingo’s image with first ad work for TV

Top Rank, the UK’s biggest bingo hall operator, has picked WCRS to launch its first television campaign following the relaxation of advertising restrictions.

Top Rank, the UK’s biggest bingo hall operator, has picked WCRS to

launch its first television campaign following the relaxation of

advertising restrictions.



The win follows a prolonged pitch against M&C Saatchi for the pounds 4

million task, and an even longer period of lobbying by bingo companies

to put bingo advertising on a par with other forms of soft gambling,

such as the National Lottery.



Until 19 April, bingo was restricted to press ads and was subject to a

host of other regulations.



But one of the last undertakings of the Conservative government was to

pass an act lifting most restrictions.



WCRS has been briefed to prepare TV, radio, press and poster campaigns

to widen the appeal of Top Rank’s bingo halls, which have been subject

to a refurbishment programme under the brand name, Mecca. Television

advertising is likely to appear first in areas where refurbishments have

been completed, principally the North.



The pitch team at WCRS was led by Julian Hough, who confirmed he was in

discussions with Top Rank, but declined to give details. However, WCRS

is understood to have worked with the company since 1995.



Top Rank appointed CIA Medianetwork last month to handle media on the

campaign, which will provide a much-needed lift to the image of

bingo.



It aims to position it as entertainment for the young rather than a

dowdy game for bored housewives.