UK bingo operator Mecca Bingo will launch a new multi-million pound marketing campaign featuring former singer and TV presenter Louise Redknapp, to promote its new-look Mecca brand and Meccabingo.com website.

The through-the-line ad campaign will include extensive online marketing support and a series of four TV adverts aired on network television featuring Redknapp, who is currently appearing on the ballroom dancing reality show Strictly Come Dancing.

Created by independent creative agency Pablo and scheduled for broadcast from October 1st, the adverts focuses on “the things Mecca knows bingo players love about the game,” and introduces the strapline: “We know the feeling.”

“Mecca Bingo’s ‘We know the feeling’ campaign is all about how our customers feel when they play bingo,” said Anna Shirley, marketing director at Mecca Bingo. “It’s about fun, it’s about friendship and it’s about how we feel when we win too.

“For bingo players, winning is about much more than the prize itself. It’s the skills needed to play, the excitement of finishing first, the fun of the game itself and the friendships that are built at our clubs and online.”

Gareth Mercer, founding partner at Pablo, commented: “The aim of the new campaign is to drive people to experience playing bingo online at Meccabingo.com.

“The creative is based on truths around the game, the things we know players love – their rituals, the thrill, camaraderie and satisfaction we feel when playing with friends.”

Louise Redknapp, added: “My grandparents used to own a pub and they would host bingo in there, I have such fond memories of this time. Bingo is a game that creates a feel good feeling and now with modern technology it’s a game that you can play anywhere.”

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