Marketing contract reiterates Mecca’s focus

Marketing contract reiterates Mecca’s focus

Wednesday, September 30, 2015
The bingo operator has increased its marketing spend

Mecca Bingo has chosen Havas PR UK as its retained PR agency as the operator continues its focus on marketing.

Owner Rank Group identified marketing investment as one of its five key strategic objectives in August 2014, and Mecca has since appointed sector specialist Martin Pugh as its managing director.

Havas was awarded the contract after completing a six-month project for Mecca earlier this year, which included supporting the brand’s nationwide Star Search talent competition.

“Havas has a great understanding of the Mecca brand and delivered tremendous results during the Star Search project,” Mecca’s head of PR Lesly Clifford said. “We saw press coverage for Mecca clubs and our online channels increase significantly during that period and we’re delighted that we will now be working together on a more permanent basis.”

Mecca spent £20.2m (€27.3m/$30.7m) on digital and venue advertising in the year to June 30, 2015, which was a 16 per cent rise on the previous year. Its spend made up 16.7 per cent of the operator’s total costs of £120.8m in FY2015, which was up from 13.5 per cent in 2014.

Havas director Nigel Hughes said: “Mecca is one of the country’s best loved brands with millions of people registered with its clubs and online platforms.The business is making a significant investment in PR support as part of wider campaign to attract new members with popular games, fun and entertainment in club and online.”

In its annual report, released in September, Rank said that overall marketing expenditure will increase in 2015/16, but will be in keeping with increases in revenues and ensuring a return. It also said that it will assess sponsorship opportunities and better use of data. 

A company spokesman said: “The development of a group of well-defined, relevant and resonant brands is critical for the success of our ambition. At Rank, we enjoy ownership of a number of well-known brands with strong levels of affinity amongst customers.

"We intend to invest more in the development of our brands and in the marketing support required to release their potential.”

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