CASE STUDY: TREETOP ADVENTURE GOLF
EAST VILLAGE. is a go-to agency for launch events in Birmingham, having helped brands including Marco Pierre White, Malmaison Hotels, Las Iguanas, Revolucion de Cuba, Rouge, Jukeboxers and Vagabond Wines launch new venues and concepts in the city.
We successfully pitched for the launch of Treetop Adventure Golf Birmingham, the first location for the brand in the West Midlands; an indoor mini golf brand on a mission to reinvent leisure experiences in the UK.
They needed an agency that could help them reach all the right audiences: introducing regional media to the Treetop brand, securing media coverage leading up to and during the launch, and hosting a VIP launch event that brought all of the right people through the doors.
ELEVATE: Bringing our expertise to the table
Despite being a much-loved brand with three other sites in Leicester, Cardiff and Manchester, Treetop Adventure Golf’s brand awareness was relatively limited in Birmingham so capitalising on its investment into the second city was our first priority.
We wanted the announcement to really create a buzz around this being Treetop’s largest location to date, following a £2.4M investment, and first within the West Midlands to set the tone for the brand’s future ambitions.
We knew that media engagement was key to securing great coverage, so we set out to make targeted introductions between the Treetop Adventure Golf Birmingham team and key regional press; offering behind-the-scenes tours, first-look interviews and more so that they could experience the ‘jungle’ ahead of its launch to the public. We also recommended the best places for both digital and physical media spend, with the limited launch budget that they had, to ensure they got enough bang for their buck.
We then curated the ultimate guestlist for the VIP launch event – managing RSVPs and being there on the night to welcome each attendee to the venue. Inviting key lifestyle, family and foodie influencers alongside journalists and media contacts to VIP launch party once construction on the site was complete for a full mini golf adventure. From arrival drinks at The Thirsty Toucan Bar to two courses of mini golf, followed by pizza and further refreshments at the Pizza Cabana, it was the ultimate taster of what Treetop Birmingham aims to deliver for guests.
Following this successful launch period, we have worked with the in-house marketing team on a series of ad-hoc projects and new service launches: from VIP packages and experiences to driving awareness around its inclusive-friendly ‘Quiet Hour’ sessions and driving, TeamEV. established a strong, ongoing partnership with the Treetop Birmingham team.
ACHIEVE: What success looked like
In just four months, we helped Treetop Birmingham to announce their arrival to the second city, increase overall brand awareness, give journalists and influencers a taste of what was to come with a VIP event, and reach a host of target customers during both pre and post-launch campaigns.
To date, we have achieved 70+ pieces of regional and trade press coverage, with a reach of 10.8 million and total circulation of 58.2 million. This ensured that Treetop Birmingham was the top new opening across the relevant digital and print outlets, with two paid campaigns in Birmingham Live and What’s On helping to further boost the combined reach by 5.4 million.
The VIP launch was also a huge success, with a stellar 96% attendance rate on the night, over 50 pieces of social content, and around 278K audience impressions.