Heather Graham fronts new £10m Foxy Bingo campaign
Hollywood actress to become the face of the bingo brand to help bring Foxy to a “new generation of players”
GVC Holdings has announced plans to launch a new £10m brand refresh and marketing campaign for Foxy Bingo and Casino, fronted by Hollywood actress Heather Graham.
The campaign will see Graham become the new face of Foxy until 2018 as part of a brand realignment strategy after it recently ended its long-standing partnership with The Jeremy Kyle Show.
The American actress has starred in numerous Hollywood films including Boogie Nights, The Hangover and Austin Powers: The Spy Who Shagged Me.
Heather Graham is the new face of Foxy Bingo
GVC Holdings’ group head of bingo, Adele Lawton, said the new campaign would enable the bingo brand to appeal to a younger audience.
“Our partnership with Heather Graham is the largest phase of a £10m brand re-vamp and marketing campaign which will bring Foxy to a new generation of players,” she said.
“Heather is the embodiment of out mantra: ‘Random. Fun.’ and today’s announcement marks a new era for Foxy Bingo and Casino,” Lawton added.
The first of a series of six “tongue-in-cheek” TV commercials will air next Thursday (9 March) at 8.15pm on ITV during Emmerdale.
According to a recent report by WhichBingo, Foxy Bingo spent the fourth-largest amount on TV advertising among the UK’s online bingo brands.