Gala Bingo has appointed Michon to work on two new campaigns following a national pitch.
The Nottingham agency was hired after offering Gala an original concept to launch its Christmas campaign.
It will also work on the launch of Gala's new 'bingo club' concept, which hopes to entice new players to its venues across the UK by offering 'lively lounges' alongside the traditional main bingo hall.
These 'social and fun' lounges will offer food and drink, low stake casino and bingo.
Su Brookes, account marketing director at Michon, said: "We’re delighted to be working with the team at Gala, who are also based in Nottingham. They wanted to work with a local agency but weren’t sure they could find the calibre they were looking for in the area.
"We were pleased to discover that Gala didn't just like one of the pitched concepts we put forward, but have actually chosen to develop two of our original ideas.”
Michon's creative concepts will feature a 'double take' theme, encouraging people to rethink what they know about bingo. Ads will feature celebrity lookalikes playing bingo, from Posh and Becks to Simon Cowell and Joan Collins.
Rob Johnson, head of marketing at Gala, said: "“The creative works for our core marketing, not just for seasonal activity, and is cost effective, scalable and campaignable.
"We really felt that the team at Michon understands our brand and what we're trying to achieve, so we're sure this will be the start of a great relationship."