300
1. Discovery
After launching nine upscale 300 centers in select cities across America, AMF began focusing on ways to fine-tune this successful format. Initially the largest and most profitable customers were group events and the younger drinking crowd. AMF later turned its attention to another important sector — families.
2. Strategy
With the country facing tough economic times, the 300 “upscale fun” position posed a challenge. At the same time, competitors had begun opening similar venues, and the original tag line, “strikingly different,” was becoming increasingly difficult to live up to. The result: 300 made a small, yet relevant, brand adjustment with a new tag line: “Bowling. With a twist.”
3. Execution
At the cornerstone of 300’s original brand identity was the creation of a name and logo based on the perfect score. The olive green bowling ball is a common element for the brand voice. The white background makes for a more family-friendly atmosphere. Simple photography with a slight twist quickly communicates how much fun bowling is. This approach also allowed for smaller ads, inexpensive photography, and more affordable media placement. A new kiosk and brochure card system provide a single place for customers to learn about 300’s group events.
4. Evaluation
300 continues to perfect their brand, proving that bowling is the ultimate definition of fun, especially in a nice, modern venue.