Leeds-based agency Poulter Partners, which has been working with Gala to develop third-party relationships, developed The Dream Ticket programme both to encourage Britvic Soft Drinks' sponsorship, and build awareness and footfall for Gala.
The launch will be supported by POS and DM to less habitual Gala members, offering incentive discounts on soft drinks and Gala Gift
Vouchers.
Gala group sales and marketing director Richard Sowerby said: "Our
philosophy is to build enduring relationships where both parties benefit.'
The game itself allows Gala players to win pounds 5,000 or more, the most ever offered for an afternoon session of bingo.
Poulter Partners has also been appointed by HP-Bulmer to handle the rebrand of its Woodpecker Cider brand later this year following a two-way pitch against Triangle. Its remit is to focus on POS and SP activity.
'We are currently in talks but there will be activity going live in late
spring,' said Poulter's head of sales promotions Sam Ellis.
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