About the project

Allstars Sports Bowl was already much more than ten-pin bowling. Across its venues, the offer stretches from smart darts, shuffleboard and karaoke to pool, arcade games, live sport, food and drink. The digital presence did not make that breadth feel clear, current or easy to book.

We rebuilt the website around how people choose a competitive-socialising venue. One connected system now gives Weston-super-Mare, Bridgwater and Exeter a distinct route, with local games, offers, practical information and clearer paths into booking.

The site also created the launch platform for Exeter. A dedicated social film made the new opening tangible before launch, using people, play, food and atmosphere to show what was coming rather than relying on another generic announcement graphic.

That approach now runs through social. Real customers, competitive moments and venue photography give the channels personality, while a structured content system keeps games, food, drink and events working together as one recognisable brand.

In August we proved the approach. The same email, sent on the same day, split two ways. To contacts who had engaged with us before: 44.7% opened it. To everyone else: 1.7%. One send, and the whole argument. It now sets how every Bowl campaign is built.

We activated CRM as the retention layer. Monthly communications keep offers, events and venue news moving, supported by a suite of automation emails including welcome, win-back and reward journeys. Social creates interest, the website converts it and CRM gives people a reason to return.