The month-long "Shout House, Win House!" campaign, which starts on April 22, will target women aged 35-45 in more than 500 bingo clubs throughout England, Wales and Scotland. In a live prize draw, players can win a house overseas or one of 20 Disney family holidays.
Spinnaker, which developed the strapline and promotional materials for the campaign, says it aims to challenge the perception of bingo being purely a quick-fix buzz, by emphasising to new players the aspirational appeal of owning property abroad.
Steve Baldwin, marketing and communications manager at the National Bingo Game Association, said: "An industry-wide promotional campaign at this time of year is very important for the industry.
"Spinnaker has demonstrated excellent strategic and creative skills in helping us translate a mechanic into the full promotion -- 'Shout House, Win House'."
The campaign, which Spinnaker estimates will reach more than 3m regular bingo players a week, will feature in press ads in women's weekly magazines, and on selected TV and radio spots from April 11. The above-the-line work was created by DFGW.
Spinnaker has worked with the National Bingo Game Association on its in-house and external promotions since May 2005.
Natalie Wilkie, account director at Spinnaker, said: "We needed to reach potential new players by showing how exciting bingo can be and so our creative is a departure from previous campaigns -- it is fresh and stylish, thereby enticing new bingo players to try the game in clubs."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .