Gala Bingo chooses Burnett for £5m brief to back Casino launch

Gala Group, the bingo and casino operator, has appointed Leo

Burnett to its £5 million creative account.



Leo Burnett won the business after a pitch against two other

agencies.



The account was previously with Cheetham Bell JWT in Manchester.



Gala has spent £2 million on advertising in the past year, but is

looking to up its spend following the launch of Gala Casinos last month,

and deregulation across the gaming industry that will allow it to expand

into other areas.



Leo Burnett will develop press, poster, TV and radio advertising for

Gala across both its bingo and casino operations. Gala Casinos was

created following Gala's acquisition of 28 Labroke casinos from the

Hilton Group late last year.



Cheetham Bell JWT Manchester won the account five years ago after the

Government lifted restrictions on advertising spend for the bingo

industry.



Recent TV and press work has used the line "A night to remember" to

attract more women to its 166 bingo clubs.



Richard Sowerby, the Gala Group sales and marketing director, said:

"This is an exciting time for the group. We will be working closely with

Leo Burnett to manage our expansion across the gaming industry and

develop the brands."



Leo Burnett's chief executive, Stephen Whyte, said: "This is a fantastic

new-business win and a very exciting time for Gala. Deregulation has

levelled the playing field and, as category leader, Gala is very well

positioned to take advantage of this."