LOS ANGELES: Bowling and entertainment venue Lucky Strike Lanes has brought on PMK-BNC as its first AOR following an informal review.
After interviewing several firms, the company selected PMK-BNC because of its brand and entertainment experience, strategic thinking, and energy, said Steven Foster, CEO and co-founder of Lucky Strike. He declined to name the other agencies in the review or disclose the account budget.
The Interpublic Group agency will handle media relations and work on social media and event planning, said Foster. He added that for the initial one-year contract, PMK-BNC will also work with the brand to “forge strategic partnerships” with entertainment, sports, and charity organizations.
“All of the press we've received over all these years has been organic, basically driven by celebrity attendance and adoption, and we felt it was time to become more professional in the way we evolved our PR strategies,” explained Foster.
Lucky Strike Locations have been used for Hollywood movie premieres, celebrity charity benefits, corporate parties, and other events. Celebrities such as singer Beyonce, actor Matthew McConaughey, and NBA star LeBron James have been spotted at Lucky Strike over the years.
Foster said PMK-BNC will help Lucky Strike ensure it does not miss opportunities in traditional or digital media. The firm will also collaborate with Blitz, the company's digital marketing AOR.
“The goal for Lucky Strike is to take the brand that we established and tended so very carefully and intimately over 10 years and really explode it into the market as an entertainment destination both offline and online,” he added.
The company has 19 locations in the US and one in Canada. Foster said it has plans to expand in the US and launch a presence in China.
The designs for Lucky Strike venues were inspired by Hollywood Star Lanes, the location of scenes from the movie The Big Lebowski. When the bowling alley was demolished after 43 years, Foster and the company's co-founders bought the vintage fixtures, Hollywood sign, and neon blue stars created for the film and incorporated them into the first Lucky Strike location in Los Angeles.