Gala Casinos - Against the odds

Alan Frame

In January 2001 Gala Group Limited acquired the estate of Ladbroke casinos. Gala's aim was to open up and reinvigorate the casino industry.
Agency: Frame Cunningham Author:  Alan Frame

Gala Casinos

Against the odds

Introduction

This paper will show how creative planning and a dogged belief in the power of advertising allowed for unprecedented executions and results in a restricted and difficult category.

Background

In January 2001 Gala Group Limited acquired the estate of Ladbroke casinos. Gala with a historic commercial strategy of the pursuit of excellence in high volume, low stake gaming, extended its attention from the reinvigoration of bingo and set about rethinking the positioning and communication of the casino offer. By October 2001, following research into barriers,...

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