To support a £40 million investment and a new omnichannel launch we built a regional, national and trade campaign to re-position and launch Buzz Bingo into the hearts and minds of the British public.
The overall integrated PR campaign not only helped in supporting the establishment of the new brand name but was delivered to match multiple personas, mapped trend behaviours and several objectives. From business profiles to brand positioning, from trade press to a nationwide regional campaign, defined messages and our black book relationships with key editors enabled us to create a campaign of scale and impact, increasing share of voice and brand awareness.
We also worked with renowned entertainment analyst Mark Mulligan from MIDiA research to produce a white paper ‘Bingo by the Numbers’.
Strategically positioned as a positive alternative story to the aftermath of the rejection of Theresa May’s doomed Brexit vote, the report offered the chance to position Buzz Bingo as industry thought leaders. The key themes explored included the economic value of the game, the cross generational and age appeal, and the positive mental impact playing the game can have.
The report produced widespread national and regional print, broadcast online coverage with numerous BBC outlets actively going into clubs to speak to club managers.