Bgo readies £10m marketing campaign
London agency MWO appointed ahead of TV ad campaign this autumn
Costa Bingo owner bgo Entertainment has announced the launch of a £10m marketing campaign, with London-based agency MWO appointed to handle advertising for the Gibraltar licensee.
MWO, which has worked with insurance firm AXA and DIY business Wickes, will manage a TV advertising campaign for the Costa Bingo brand this autumn, with the agency chosen by bgo for its “strong track record of brand awareness campaigns”.
Celebrity endorsements are “being discussed”, according to the operator, ahead of what is likely to be a series of 30-second television adverts.
“Costa has always been one of the leading bingo brands and with the appointment of MWO and the budget we are allocating to the brand campaign, we are confident that this will continue,” bgo co-founder Alex Holt said.
Advertising spend from UK-facing bingo operators is on course to top £50m according to a recent report from Nielsen, with Tombola, Gamesys and Foxy Bingo among the biggest spenders.
It is unclear whether the advertising outlay will be purely focused on Costa Bingo, or whether the operator’s other brands – all on 888’s Dragonfish network – will also be part of the campaign.
Bgo rebranded from its previous identity of Mandalay Gaming Holdings last year, and eGR understands part of the £10m budget will go towards building recognition of the bgo brand as a whole, with Holt outlining the ambition to make it “a truly global brand”.
Speaking of bgo’s “passion and commitment”, Duncan Barrow of MWO said “Our mission is to build far greater awareness of [Costa Bingo] and the many benefits it has to offer – it’s one we’ll relish going forward”.