Gala Bingo appoints Isobel to support brand relaunch

Gala Leisure has appointed the Isobel agency to oversee the relaunch of its Gala Bingo brand. Isobel saw off competition from MB, Fold7 and George & Dragon to secure the account, which, according to Campaign Live, is worth £5m (€5.6m/$6.8m). The contract will cover the Gala Bingo land-based network, owned by Caledonia Investments and not affiliated with the Ladbrokes Coral Group. Caledonia purchased the Gala Bingo retail division in December 2015, prior to the merger of Ladbrokes and Gala Coral, for £241m. Ladbrokes Coral Group, which last month agreed terms on a deal to be acquired by GVC for up to £4bn, still owns both the Galabingo.com and Galacasino.com websites. Campaign Live said the rebrand of Gala Bingo could include changing its name to Buzz Bingo, in order to distance the network from the ‘Gala’ brand. Related articles: Ladbrokes Coral agrees £4bn takeover by GVC Caledonia Investments completes purchase of Gala Bingo