Lane7

Competitive socialising has grown at unparalleled levels over the past five years, with a 38 percent uptick in venues since 2018. It has become the ‘go-to’ choice for landlords looking to repurpose space, drive footfall, increase dwell time, and create an evening offer. To capitalise on this, Lane7 appointed us to support its European launch.

Founded in a former ATS tyre workshop in Newcastle in 2013, Lane7 has swiftly become the UK’s fastest-growing multi-activity entertainment brand. Taking advantage of our understanding of the landlord community and the pan-European trade media landscape, we sought to demonstrate how the company has revolutionised the sector, combining boutique bowling, tech-enabled gaming, and high-quality hospitality.

Our strategy focused on elevating the existing consumer messaging and confident tone of voice to support a business-to-business drive in the international media. We utilised news of openings in Dublin and Berlin to launch the campaign, supported by a steady flow of thought leadership, a #LookingForLanes LinkedIn campaign, media visits, and interviews with national media, as well as a pan-European media partnership.

We also played a pivotal role in the company’s presence at MAPIC, the international retail property event, securing multiple speaking opportunities in the lead-up to and during the conference.

Through Redwood’s strategic guidance, Lane7 has successfully entered the European market, creating a blueprint for further growth. It is expecting to open 10 new venues across the continent over the next two years and add a potential 180,000 sq ft to its portfolio by the end of 2025.