Gala appoints Tequila\London to £7m DM account

LONDON - Gala Group, the bingo and casino operator, has hired Tequila\London for its £7m below-the-line marketing account after a competitive pitch.

The agency pitched against incumbent Poulter and Triangle to win the work, which includes customer acquisition and retention programmes for Gala's 166 bingo clubs and 28 casinos across the UK.

Tequila will develop direct mail and promotional activities to broaden the appeal of gaming. It will also implement a segmentation strategy to communicate with Gala's 6.2m bingo and 1.5m casino members.

Kate Howe, marketing director of Gala Group, said: "Tequila\ has demonstrated a strong understanding of the challenges and opportunities facing the gaming industry. We are confident it will deliver innovative and relevant communications that will help build the Gala brand going forward."

Gala is the largest operator of bingo clubs in the UK, paying out over £20m in prize money a week. It also runs 28 casinos in the UK, and at sites in the Isle of Man and Gibraltar.

Tim Bonnet, CEO of Tequila\London, said: "With new channels of communication opening up, our goal is to develop unique customer acquisition techniques that will sustain and build on Gala's market leadership."

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