Talent show coup for Rank plc subsidiary

Rank plc online subsidiary Meccabingo.com has scored a marketing coup, snapping up a deal that will enable it to leverage the widely recognised “Britain’s Got Talent” brand – Britain’s highest rated television talent show last (2009) year with audience ratings of over 13 million viewers, peaking at 18 million for the finals.
The brand received global coverage when the phenomenal and unexpected singing talents of contestant Susan Boyle hit Youtube, generating more than 200 million hits.
The 3 year deal, signed with Freemantle Media Enterprises last week, positions Meccabingo.com as the official online gaming partner of the show, empowering MeccaBingo.com to create a Britain’s Got Talent-branded Internet bingo room. The agreement covers the marketing and promotional use of all branding material, including theme music, logo and imagery, in both online and offline Mecca Bingo operations.
Angus Nisbet of Meccabingo parent Rank Interactive said of the deal: “This will give us exposure to a new audience, including the opportunity to promote meccabingo.com to Britain’s Got Talent fans. It will also enable us to enhance our offering to our existing customers.”
Freemantle’s executive responsible for UK licensing, Dominic Burns said that the Meccabingo deal was typical of the types of agreement which are essential if the Britain’s Got Talent brand is to be successfully expanded beyond television.

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