The Institute of Direct Marketing (IDM) has decided to award its first prize to Gala Bingo and its advertising agents, ISD Computer Services and Perspektiv Marketing, for their recent marketing campaigns. Gala Bingo won the Diamond Business Performance Award, beating out giants such as British Telecom and the Department of Works and Pensions.

IDM’s chairman said that Gala Bingo was chosen because its direct marketing campaign was so carefully integrated that local managers were able to react quickly to market needs. Gala has recently sent out a mass mailing to customers in a newspaper format, complete with a personalized horoscope, and is now offering free vacations to loyal members.