There are many celeb names that fit together – Ant and Dec, Jeeves and Wooster, Reeves and Mortimer but would you ever have put Heather Graham and Foxy Bingo together? No, nor would we!
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However, that is exactly what GVC Holdings have chosen to do in a new £10 million marketing campaign set for launch in March of this year. Of course, they had to do something quite dramatic in an effort to attract new players to the bingo room following the cessation of affiliate marketing earlier in January of this year, but is this really the right combination?
Jeremy Kyle Gets The Foxy Bingo Boot
Whilst affiliates have been left reeling at the complete disregard for their hard work over the years promoting the Foxy Bingo brand, it’s been revealed that they are also kicking Jeremy Kyle to the proverbial kerb too!
The long-standing sponsorship deal with the daytime TV chat show will be replaced with bumpers that feature Heather Graham as the lead character in the new UK marketing campaign.
Foxy Bingo Loses Player Connection
You have to wonder what the long-term plan is for the bingo brand and its players because revealing Heather Graham as the person in the purple Paul Smith suit, is not likely to enhance the player connection that is already being lost.
Bingo players have been seen on a number of forums and social media pages berating the changes that have been implemented on the once popular bingo site already.
There was also mention of how Foxy Bingo also sacked all of their bingo chat hosts to outsource to other countries to save money. No longer do you get a UK chat host, you are now to be serviced by a chat host in the Philippines.
However, our reason for believing that the new marketing campaign is going to further damage the player connection is far easier to understand.
When you have spent years branding a product using a down to earth fox with a northern accent, why would you then try and suggest that all along it’s been a twee American actress inside the Paul Smith suit (that was once a suit that wouldn’t have looked out of place on a Huggy Bear from Starsky and Hutch)?
What do you think?