a Bingo have hired PR agency Clarion Communications in a bid to establish themselves as more than just a bingo brand.

Mecca were established in 1961 and have around 100 bingo clubs in the UK, but their focus now is on appealing to a broader market by creating interest in their online and mobile gaming platforms. Clarion’s approach will be based on Mecca’s brand strategy, ‘Come and play at our house’.

Mecca head of PR Lesly Clifford said: “Mecca’s strategy is to create one emotive, integrated brand across all channels. We are looking to appeal to a wide audience. We are not looking to appeal to a certain demographic.

“This is all about attracting people who share the same mindset as us - people who want to ‘come and play at our house’ to enjoy fun and laughs with their friends and family and maybe win some big prizes at the same time. We want our customers to be able to join our party wherever and whenever they choose.

“Clarion Communications will be helping us to bring ‘come and play at our house’ to life and position Mecca as a gaming entertainment brand that includes but is not defined by bingo.”

Gary Freemantle, CEO of Clarion, said: “Mecca has been a great British brand for more than half a century and we will be working to help take it to the next generation of players by building an integrated brand across all channels that appeal to a wide and diverse audience.”

Bruce Archer