Mecca Bingo has announced plans to “redefine the modern-day bingo experience” through a brand refresh, as the operator celebrates both reopening and its 60th anniversary.
The new visual identity is aimed at making both the game and the brand “more contemporary and relevant for British consumers,” as Mecca enters its diamond year.
“We are looking forward to re-opening our venues with a bang,” said Rank Group retail marketing director Catrin White. “The brand refresh has been created with our customers at the heart and marks the start of a very exciting 2021.”
“We recognise that bingo has a massive resonance with the British public, and we want to bring bingo up-to-date, making it relevant and appealing to today’s modern consumer.”
The rebrand comes after the Rank group commissioned customer research into the bingo and leisure market, which revealed “a need to reinvigorate the bingo experience.”
“This prompted a review of Mecca Bingo’s creative look and feel and its tone of voice, with the ambition to create a modern, fresh, and contemporary look to the brand.”
This summer, Mecca will also invest in a multichannel marketing campaign supported through instore and online promotional activity, celebrating bingo’s return and the brand’s anniversary year.