FEATURED CLIENT

THE BINGO ASSOCIATION

They needed consistent support across brand, marketing and communications—someone who understood the sector and could help bring everything together.

At the same time, Bingo Connect—the industry’s official magazine—needed a steady editorial hand to help it evolve and grow.

Challenge

The challenge wasn’t one single project.

It was about consistency and coordination.

- Multiple channels and audiences to manage
- A need for clearer, more engaging communication across the sector
- Opportunities to modernise and expand how content was delivered

This wasn’t about a campaign. It was about building a more connected, better-informed industry.

I work with the BA on a retained basis—supporting brand and marketing activity across the year.

But more importantly, I’ve become part of how the organisation operates.

My role spans:

Editorial leadership of Bingo Connect
Content strategy and delivery across digital and social
Campaign support, including National Bingo Week
Wider industry involvement, contributing to stakeholder groups and strategic discussions

Everything is built around one principle:

Clear, consistent communication that works for everyone—from board level through to the bingo club floor.

Managing Editor of Bingo Connect:

- Content planning, writing and editorial direction
- Three printed editions per year
- Introduction of additional digital editions to increase frequency and reach

Social media management across:

Channel optimisation:

- Phasing out underperforming platforms
- Introducing Instagram to support wider campaigns and engagement

Campaign support:

- National Bingo Week (working group member)
- Influencer-led and media-supported campaigns
- National Bingo Game promotions

Additional content and video production

The biggest shift has been consistency and reach.

- Bingo Connect has grown in both scale and quality, with some of the largest editions to date
- Stronger engagement across social channels, with a clearer focus on what works
- Increased frequency of communication through digital editions
- More joined-up, visible campaigns across the industry

National Bingo Week 2025 was a standout. With agency support we achieved:

- The most successful campaign to date in conjunction with extrenal agency support
- National media coverage including BBC Breakfast and Channel 4’s Celebrity Gogglebox
- Strong influencer-led reach across the UK

More broadly, the industry feels more connected—aligned around shared messaging and activity.

This is far more than a brand marketing role. I’m embedded within the organisation and the wider industry.

- Managing Editor of Bingo Connect
- Member of the Bingo Stakeholder Group, working alongside operators and political advisors
- Part of the National Bingo Week working group

It’s not typical for a freelancer—but it reflects the level of trust and involvement.

I’m not just delivering work.

I’m part of the conversation—helping shape how the industry communicates and evolves.

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