Costa Bingo launches £12m ad campaign
TV marketing featuring former Spice Girl Melanie B kicked-off on New Year's Day
Costa Bingo owner BGO Entertainment has launched a £12m multimedia marketing campaign as it aims to take the brand “to the next level”.
The first ad featuring a 200-foot tall former Spice Girl Melanie B towering over the London skyline aired on primetime TV yesterday (1 January) during the commercial break of Coronation Street.
Further ads will be rolled out in the coming weeks on TV and across social media, online and affiliate channels.
BGO revealed its plans for the marketing push last summer when it appointed London-based agency MWO to run the campaign.
Co-founder Richard Skelhorn told eGaming Review the investment was part of plans to make 2014 a breakthrough year for the Costa brand following a period of speculation the business was about to be acquired.
“After operating Costa for three and a half years, we feel that now is the right time to take it to the next level,” he said. “The Mel B campaign is a clear statement of intent – and of our desire to reach new customers and raise our game even further.”
“Significantly scaling our business is our top priority this year and I would like us to challenge for the top position amongst UK online bingo operators. We are already delivering substantially higher KPIs than many of our competitors.”
Melanie B, also known as Scary Spice, had nine number one hits with the Spice Girls and is currently a judge on the US television show America’s Got Talent.
The move follows the addition of a range of casino and slots games to the Costa Bingo website in September 2013.
The Cashino tab includes casino tables roulette and blackjack, in addition to slots games such as The X Factor, Deal or No Deal, Hole in the Wall and Wheel of Fortune.