Bingo’s National Game brand is to get a new image. Integrated ad and design group FCA has been appointed by operator the National Bingo Game Association to handle its 5m account.
The organisation, which has 600 member clubs, is keen to retrieve income lost to the National Lottery. The three- to four-week national TV and press campaign will carry a new strapline and is scheduled to be launched at Easter.
“The aim is to widen the audience and go younger and more upmarket,” says FCA managing partner Samantha Smith. “The research already shows there’s a propensity for people to be interested but they’ve never really experienced it. The big thing is to create trial.”
Design work will be carried out in-house.
The National Game is played eight times a week and links players in bingo clubs around the country to compete for weekly prizes worth more than 35m.
The appointment of FCA forms part of the NBGA’s relaunch programme for the computer link-up version of the game.