FTSE-listed GVC Holdings has announced that Hollywood star Heather Graham will be the ‘face’ of UK subsidiary brand Foxy Bingo.
Graham star of hit movies ‘The Hangover’ and ‘Boogie Nights’ will head Foxy Bingo’s latest £10 million UK marketing campaign and brand refresh.
Foxy marketing detailed that the actress will head-up six ‘tongue-in-cheek’ commercials for the bingo brand. The first new Foxy Bingo advert staring Graham is set to be broadcast on 9 March at 8:15 pm, during ITV’s broadcast of TV-soap ‘Emmerdale’.
The appointment of Heather Graham as lead character for its UK marketing campaign, will see Foxy Bingo replace its long-standing sponsorship of ‘The Jeremy Kyle Show’ on ITV channels.
Adele Lawton Group Head of Bingo at Foxy commented on the campaign: “Our partnership with Heather Graham is the largest phase of a £10 million brand re-vamp and marketing campaign which will bring Foxy to a new generation of players. Heather is the embodiment of our mantra: ‘Random. Fun.’ and today’s announcement marks a new era for Foxy Bingo and Casino.”
Heather Graham issued the following statement on working with Foxy: “I love comedy and I love British wit. When they told me I would get to play Foxy, I loved the idea and thought it was hilarious. I especially loved wearing the tail. I wish I could have kept the tail! I’ve never gotten to play a man or a fox so it was a big challenge.