Bowling Takes Back Saturday Night With New National Advertising Campaign From Bowlmor AMF

Largest Operator of Bowling Alleys in the World Introduces New Branding Campaign; First National Television Advertising for a Major Bowling Alley Brand Since the 1970’s

NEW YORK, April 29, 2014 /PRNewswire/ — Bowling is retaking its place as America’s Saturday night activity.  Bowlmor AMF, the largest operator of bowling alleys in the world, launched this week a national advertising initiative, “Bowling Makes Saturday Night More Fun,” which shines attention on the fun, party experience that makes bowling stand apart.

Created by Bowlmor AMF’s new ad agency, Concept Farm, and directed by CollegeHumor alumni Josh Ruben and Vincent Peone, the new buzz-worthy campaign features candid/surprised reactions of people as their typical Saturday night activities – the movies, the mall, a nightclub – are disrupted by a mega-sized bowling ball and pins crashing the scene and taking them to a bowling alley.

The new campaign marks the first national advertising for a bowling alley brand since the 1970’s.  In recent years, bowling has seen a remarkable resurgence that has been driven by the emergence of new upscale bowling brands that helped re-popularize the activity among younger audiences, both male and female.  In July of 2013, Bowlmor – a brand at the forefront of the revitalization of bowling – made national news when it merged with AMF to become the largest operator of bowling alleys in the world.

“This ad campaign celebrates the fun and memorable party experience that is unique to bowling.  Simply put, bowling does make Saturday night more fun and this new advertising helps shine attention on how bowling takes an otherwise typical night to the next level,” said Tom Shannon, Chief Executive, Chairman and President of Bowlmor AMF.

The new “Bowling Makes Saturday Night More Fun” campaign will include an integrated mix of advertising, marketing, public relations and social media. View the ad here.

About Bowlmor AMF: Bowlmor AMF is the largest operator of bowling alleys in the world, with 264 domestic locations and 8 locations in Mexico that specialize in corporate and special events, as well as league and walk-in retail bowling. The company was created in 2013 following the merger of Bowlmor, an upscale bowling and entertainment company, and AMF Bowling Worldwide, which was at the time the world’s largest owner and operator of bowling alleys.

About Concept Farm: Founded in 1999, Concept Farm is an independent, integrated advertising agency focused on Cultivating Brand Passion. Named as one of Ad Age’s Best places To Work in Marketing and Media, Concept Farm’s diverse roster of clients includes Bowlmor AMF, ESPN, Aruba Tourism, The Empire State Building and Century 21 Department Stores.