All Star Lanes: Positioning
The opening of All Star Lanes at London Westfield marked the beginning of an ambitious expansion plan, and this first new site required positioning as a ‘next generation’ venue.
The positioning had to portray the glamorous but laid-back vibe of 1950’s Miami, which the new environment design approach is based around. This venue is situated in a prime position in the new high-end Westfield development and targets an affluent, experience seeking demographic.
The objective of the repositioning was to drive brand advocacy as well as ensure existing customers are made aware of and are excited by the new launch. The approach had to position All Star Lanes as a one- stop destination for the ‘ultimate experience’ – combining boutique bowling with an exceptional food & drink offer, available all day every day.
As well as this brand repositioning we continue to create ongoing seasonal campaigns and event marketing.