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The Relationship x Grand Hotel

OOH for Roxy Leisure

Roxy Ball Room
Roxy Lanes

We were appointed by Roxy Leisure as their national PR agency to support their rapid brand expansion.

For each site launch, we developed a 360 comms strategy taking into account media sell-in with regional, trade and consumer press, influencer outreach, content creation, PR stunt/s, brand activations and outdoor media (OOH)

As part of this, we have been responsible for curating Roxy Leisure’s exciting outdoor media strategy:

Outdoor media strategy:

Sourcing, managing and partnering with outdoor media buyers.

Mapping out the best locations for the campaign based on the brand’s target demographics.

Creation of outdoor media ideas to bring the brand’s ethos and current campaign to life. This included the curation, execution and implementation of the full creative brief for each campaign.

Managing outdoor media budgets and ensuring the client is securing the best value for the campaign.

Roxy Lanes Edinburgh

For Roxy Leisure’s 13th site launch, Roxy Lanes Edinburgh, we partnered with Buildhollywood to implement a creative outdoor media campaign around Edinburgh City Centre.

To secure visibility on ground level, we implemented a poster campaign spreading across various areas of the city with the goal to have a presence in both the city centre and suburban areas. We supported Roxy Leisure to create the designs for the campaign and worked with Buildhollywood to select the right locations where we would reach the brand’s target audience.

Roxy Lanes
Alongside this, we created a 3D 48 sheet billboard located on one of the main traffic routes into the city. To amplify the fact Roxy Lanes specialises in bowling, we developed the idea of giant 3D bowling pins spilling off the board to make this unmissable to passersby.
This campaign reached over 1.5 million in footfall.

Roxy Ballroom Birmingham

‘Booze & Ball Games’

In February 2022, Roxy Leisure launched their 14th site and second in Birmingham, Roxy Ball Room Victoria Square.
We wanted to create a disruptive outdoor campaign that would reintroduce consumers to the Roxy brand and bring their “booze and ball games” messaging to life.

What could be more headline grabbing than a billboard that says “GET YOUR BALLS WET” in neon lights?! We took inspiration from the neon slogan lights that can be found in each of the venues and brought this to life with a light box-illuminated creative billboard, connecting the brand with residents in Digbeth’s nightlife spot.

To connect the dots and reach our target audience in the suburban areas, we implemented a takeover poster campaign in key locations such as Harborne, Kings Heath, Aston and Moseley.
This campaign reached over 1.5 million in footfall

Roxy Lanes Cardiff

Roxy Lanes Cardiff was the first Welsh site in the brand’s portfolio and therefore we knew it was important to introduce the Roxy Lanes brand in the right way.

Our goal was to create an outdoor campaign which would tell the story of the Roxy Lanes brand. From introducing the brand’s logo and messaging, to the games on offer, we wanted to create something at street level that would launch Roxy Lanes with a bang.

With a limited number of 48 sheets available in the city to implement a 3D build, we worked with Buildhollywood to secure a takeover site consisting of 6 takeover boards on Cardiff’s City Lane, one of the main routes leading into the city centre. The board promoted the Roxy brand over 100 metres, telling the Roxy Lanes story to passersby.

Roxy Lanes
Roxy Lanes Cardiff
This campaign reached over 3 million in footfall over a 3 week period, both pre and post launch.

Roxy Ball Room Liverpool

To reinvigorate the Roxy brand in Liverpool, we created a PR stunt that would promote both of their Liverpool venues and increase newsletter sign-ups in the city.

We created a billboard campaign featuring a 3D golden beer pong cup which also acted as a vehicle for people to enter a competition to win a £500 Roxy Voucher. 

Roxy Ball Room
The “Find the Roxy Golden Cup” competition campaign secured over 500 mailer sign-ups and over 700K opportunities to see with regional press and influencers.

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B3 1SF

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B3 1SF

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© The Relationship – 2023

Design ManMade