Mecca Bingo has launched a new integrated marketing campaign named "Legends of Play." Initiated by The Mission Group, the campaign aims to enhance brand recognition and expand its market share in the UK.
The campaign debuted today, highlighting Mecca's traditions in a humorous way—emphasizing its status as the UK's longest-standing bingo brand and making it a trusted choice for both new and seasoned bingo players.
"Legends of Play" will be broadcast across several TV channels, including ITV, Media 15, Axiom, 360 Media, and Sky.
UK comedian Jessica Knappett voices the campaign, depicting famous historical figures like Henry VIII, Cleopatra, Vikings, and cavemen playing Mecca Bingo on anachronistic devices such as jewel-encrusted cell phones and stone tablets.
Beyond television, the campaign will also be supported by video-on-demand streaming services, radio, YouTube, and digital activations over the next two years—a multi-channel approach aimed at maximizing impact and engagement.
Dylan Bogg, Chief Creative Officer at Mission, commented on the campaign, "We are thrilled to launch an eye-catching and fun new positioning for Mecca Bingo. Our humorous and whimsical campaign celebrates Mecca as the original bingo game brand, highlighting its status as a legend in the gaming world since ancient times."
Anna Venturas, Marketing Director at Rank Interactive, added, "We are excited to launch Mecca Bingo's biggest advertising campaign to date. As the nation's most well-known bingo brand, we wanted to start a marketing initiative that showcases our expertise while using Mecca's playful tone to attract new players. We are delighted with Mission's Legends of Play hitting the mark just right."
Earlier this year, Mecca Bingo also hosted its inaugural Trans-Channel Slot Tournament, held at the Mecca Bingo club in Luton, Bedfordshire.
