Striking the mark
Twenty five years after the UK’s ten-pin bowling invasion from the US, the industry found itself lacking a clear, positive positioning amongst increased competition from other, more favourably perceived leisure activities.
At RLA, our first and most important role was to reposition and reignite the brand. We needed to make bowling fun and exciting again and expel the damage done by less credible USA chains flooding the market. In addition, the indoor, dimly-lit world of bowling did not sit favourably with fresh-aired, healthier outdoor pursuits.
Hence, we tackled this matter head on. Whilst we’d be the first to admit that on warm, summer days bowling would not be our first choice, for the other 300 days of the year in the UK, it’s a sanctuary out of the cool temperatures and damp for family fun. Yes, welcome to our new strategic positioning – THE GREAT INDOORS, where warmth, music, refreshments and friendly family competition awaits you.
This new, fresh platform spoke in a confident tone, reassuring consumers that indoor bowling is a great choice of leisure fun – for all the family.