Gala Bingo: Playing the long game

Gala Bingo, an online bingo brand, increased ROI and awareness in the UK by launching a multi-year TV sponsorship deal to reach a more diverse audience.

Campaign details

Brand: Gala Bingo Advertiser: GVC Entrant: the7stars Principal authors: Chris Gilfoy, the7stars; Billy Ryan, the7stars Contributing authors: Lydia Mulkeen, Tom Carter, and Jonathan Rees, the7stars;

Executive summary

2015 was a make or break year for Gala Bingo. Its holding company, Gala Coral, was acquired by Ladbrokes, but its 130-strong bingo hall estate was not part of the deal. Separated from its halls nationwide, Gala Bingo became just another commoditised