Bowling center owner Bowlmor AMF bought its first national advertising campaign in over 40 years last year.
Its new campaign airs on TV and cable this fall.
Bowlmor AMF acquired Brunswick bowling centers a year ago. The company is converting alleys into entertainment destinations and supporting renovations with new marketing to lure millennials.
Company CEO Tom Shannon says the renovations include expanding food and beverage offerings “and increasing level of service to enhance the overall experience for both new and existing customers, especially on Saturday nights.”
The renovations seem to be paying off. Over the past three years, Bowlmor AMF has seen a revenue increase of more than 1,300 percent, including a 42 percent increase in the last fiscal year.
Throughout the 2014 fiscal year, the company invested more than $50 million in retail center improvements and conversions across the country, with plans for investing $60 million in FY 2016.
The new campaign flips the switch on Saturday nights with a message that consumers don’t have to endure the same mundane entertainment options week in and week out.
The new ad features bowler Jason Belmonte, known for a known for a two-handed style and trick shots.
The campaign from Concept Farm includes :30s and :60s for TV and cable outlets like ESPN and Bravo, as well as digital versions for Hulu and YouTube to run through the fall. Social media elements direct consumers to the Website: BowlSaturdayNight.com.
RBR+TVBR observation: This sounds like a natural station event possibility to this duckpin bowler.