“I’ve really enjoyed working with Scoop, the whole team are so friendly, approachable and knowledgeable. Nothing seems to be too much trouble. the team have helped us with every request we have had all while showing extreme patience. We have been very happy with our relationship across all facets including local press, national press and organising events. Overall a very positive experience with a cool bunch of people.”
Bringing Miami to Manchester: Rebranding Dog Bowl into Wynwood Lanes
- Client: Wynwood Lanes
- Influencers, Launch Campaign, Live Event
- Date:
After 12 years of strikes, burgers and countless pints, Manchester’s iconic Dog Bowl was ready for a major glow-up.
The venue, created by the team behind NQ64 wanted to retire a brand they were no longer proud of and transform the site into something completely new, Wynwood Lanes – a Miami-inspired venue combining bowling, cocktails, vibrant art and a fresh food menu from Kong’s NQ.
Our task was to build a PR and comms strategy to seamlessly close Dog Bowl while generating major buzz and anticipation for the launch of Wynwood Lanes.
Objectives
- Announce the closure of Dog Bowl with a clear, positive narrative
- Generate media interest and excitement around the Wynwood Lanes launch
- Drive attendance on launch weekend with media previews and an exciting giveaway
- Build a curated influencer list for the launch party
- Position Wynwood Lanes as a Manchester must-visit day and night destination in the city
The Challenge.
Closing a beloved local institution while preserving goodwill and shifting public sentiment to build excitement for the new Wynwood Lanes. This meant reframing the story from ‘closure’ to ‘evolution’ while building hype for a concept no one had experienced yet.
The Solution.
Our campaign celebrated Dog Bowl’s legacy while teasing the bold, Miami-inspired Wynwood Lanes. Through targeted press releases, exclusive media previews, a buzz-worthy giveaway and influencer invites to a high energy launch party, we built anticipation across local press with the aim of driving bookings and footfall for the launch weekend and beyond.
Our Approach.
To bring Wynwood Lanes to life, we developed a phased PR strategy that carefully managed the transition from Dog Bowl to its new identity.
We began with a farewell focused press release that celebrated Dog Bowl’s legacy and longevity, positioning its closure as a natural evolution rather than an end. We also hinted at the Miami-inspired design of the new venue with upgraded bowling, drinks and food to come soon.
We then issued a giveaway press release featuring images of the completed site, along with exclusive media previews offering a first look at the transformed space. These visits sparked authentic, shareable content that generated buzz across social channels ahead of the launch.
To drive early footfall, we promoted a launch weekend giveaway offering free bowling to get people through the doors on opening weekend.
Lastly, we curated a targeted influencer guest list of trusted local creators and media to attend the high-energy launch party, resulting in over 60 pieces of organic content.
What our clients say
John Gillespie, Phenix Salon Suites
“Scoop and the team really took on board what our aim was and worked with us throughout the period to deliver excellent results. Communication and updates were made very easy and we honestly felt It was well worth it! We have already recommended scoop PR to other business owners.”
Shaza Ul-Hassan, Frurt
“Pippa and her amazing team at Scoop helped us to connect with some great networks and partnerships in the Manchester and Cheshire area. The team always goes the extra mile to support on any project or task needed and have been a pleasure to work with helping us deliver some great quality press and influencer content during our peak booking months.”
Annie Ramrachia, Secret Spa
“I would highly recommend Pippa the team, they were a pleasure to work alongside and really impacted our marketing direction. The initial workshop created by the team was a fantastic way to gather the data around who we are as a business and where our strengths lie. Pippa and the team have their finger on the pulse with current marketing trends and I would highly recommend their services if you’re looking to expand your brand to new audiences, yet keep your current customers engaged in your product.”
Acacia Cairns, Partington’s Holiday Parks
“Pippa and her team originally worked with us to deliver the PR for the launch of our Manchester restaurant, but we’ve since expanded their remit to lead the PR & marketing for all of our venues nationally. The team really get stuck in, are a pleasure to work with, reliable and deliver incredible results across the board.”
Paul Goodale, PizzaLuxe
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