Bowlmor AMF hires MWW as it tries to bring bowling back into popular culture

Bowlmor AMF has selected MWW as its AOR following a competitive review involving six agencies.

NEW YORK: Bowlmor AMF has selected MWW as its AOR following a competitive review involving six agencies.

The company, which operates nearly 270 bowling centers in the US and eight in Mexico, selected MWW because of its expertise with the bowling industry and with b-to-c and b-to-b communications, said Colie Edison, VP of marketing at Bowlmor AMF.

During the merger between Bowlmor and AMF last summer, Rubenstein handled business and corporate communications from a "reactive" standpoint, she added. Before that, neither Bowlmor nor AMF worked with an external PR agency, Edison said.

MWW’s bowling experience includes serving as AOR to the Bowling Proprietors Association of America and Strike Ten Entertainment since 2008, as well as working with the United States Bowling Congress.

In addition to engaging consumers and the media, MWW is working to tell the Bowlmor AMF business story about how CEO Tom Shannon is trying to help the industry by "bringing bowling back into popular culture," said Edison.

The firm is also supporting social media efforts and leading PR work for Bowlmor AMF’s national advertising campaign, Bowling Makes Saturday Night More Fun, which launched at the end of April. MWW began working on the account at the beginning last month.

Bowlmor AMF is also launching a bowling-alley concept this month called Bowlero, described as a combination of a bowling alley and a bar, the first of which will open outside of Houston. Edison described Bowlmor’s locations as bowling in a night club, whereas AMF’s are more traditional bowling alleys.

Five MWW team members are working on the Bowlmor AMF account, with additional staffers offering support as needed, said Joe Cohen, SVP at MWW.

"This assignment presents an opportunity to help drive yet another phase of growth for the industry, as well as realize the potential of the new Bowlmor AMF organization," he explained.

The account contract is initially running for one year, but Edison said the company is looking for a long-term relationship with an agency. Budget information was not disclosed.

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