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Bowlplex new centre launch campaigns

Increasing Bowlplex’s estate by 12.5% in 2008

To celebrate the launch of new Bowlplex centres in Cwmbran and Camberley, we devised a new over–arching strategy for the leading entertainment centres to use across the UK. ‘The Great Indoors’ sums up the escape from disappointing British summers and miserable British winters.

Highlighting the fact that Bowlplex is a great place to take the family or friends to be entertained, whatever the weather, the new positioning and strapline sets it firmly aside from the competition.

For new centres specifically, we capitalised on the fun, bright and bold nature of ten pin bowling and created a set of eye–catching press ads of various day–to–day items such as milk bottles arranged in the distinctive ten pin formation. This crossed over to ambient media as stunts took place in local areas where everything from apples to traffic cones were neatly re–arranged. Further twists on marketing materials included acetate window stickers and VIP goodie bags.

Behind the scenes, we’ve worked hard to create a comprehensive brand book for everyone involved with the Bowlplex brand, from centres to suppliers, which explains the new ethos and look and feel of the company in Bowlplex’s own unique tone of voice.

Audio here

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